# Splattered Chewing Gum Packaging The Cheque Gum Brand Refresh Updates a Classic Product By Michael Hemsworth | Published 2016-05-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/brand-refresh References: [thedieline](http://www.thedieline.com/blog/2016/5/24/before-after-cheque-gum) & [designhappy](http://designhappy.co.uk/) 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](https://www.trendhunter.com/trends/excel-gum) 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](https://www.trendhunter.com/trends/cheetos-snacks). 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. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 47% | Activity: 24% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Refreshed Branding:** Refreshing classic brands with bold fonts and new packaging can entice new and younger consumers who are looking for more innovative products. - **Appealing to Gen Z:** Shifting buying power towards Gen Z consumers calls for more innovative and fresh products that are in-line with their perceived lifestyle. - **Rebranding in Confectionary:** Similar rebrandings in the near future within the confectionary category may occur as companies aim to target younger demographics. ### Where This Applies - **Consumer Packaged Goods:** As buying power shifts towards younger demographics, CPG companies may consider refreshing their brand and offering more innovative products. - **Confectionery:** The confectionery industry may benefit from rebranding and offering more innovative and fresh products to appeal to Gen Z consumers who are looking for lifestyle-driven choices. - **Design and Branding:** As companies look to refresh their brand and appeal to younger demographics, the design and branding industry can offer disruptive innovation opportunities through bold fonts, colorful packaging and unique designs. ## Related on Trend Hunter - [Revamped Freshness Platforms](https://www.trendhunter.com/trends/mars-1.md) - [Childhood-Inspired Gum Products](https://www.trendhunter.com/trends/minimini-chicles-gum.md) - [Cheeky Chewing Gum Campaigns](https://www.trendhunter.com/trends/find-your-fresh-look-campaign.md) - [Vibrant Snack Packaging Designs](https://www.trendhunter.com/trends/cooper-street-snacks.md) - [Paper-Made Gum Packaging](https://www.trendhunter.com/trends/mentos-pure-fresh-gum-packaging.md) - [Divergent Chewing Gum Campaigns](https://www.trendhunter.com/trends/tridifferent.md) - [Modernized Confectionery Branding](https://www.trendhunter.com/trends/marich-pancrafted-chocolates.md) - [Better-for-You Sugarless Gums](https://www.trendhunter.com/trends/plant-based-chewing-gum.md) - [Millennial-Targeted Toothpaste](https://www.trendhunter.com/trends/sensodyne-nourish.md)