Helping to provide a much-needed brand refresh, the new Cheque Gum packaging focuses on bold fonts and a splattered effect to help entice new and existing chewers. Despite Cheque Gum being a classic brand, the company was looking to introduce new flavors and subsequently viewed it as being the perfect time for a brand refresh.
Buying power in the consumer packaged goods market is shifting away from older segments and Millennials to younger demographics like Generation Z. These consumers are looking for products that are more innovative and fresh that are more in-line with their perceived lifestyle. We could continue to observe similar rebrandings in the near future within the confectionary category as a result.
The Cheque Gum packaging and rebrand is the work of United Kingdom-based Design Happy.