Wrigley's YIDA Packaging
The Wrigley Yida gum has been successful among the young Chinese urban consumers. But they are considered functional for fresh breath. The packaging design is dated and not attractive. I was tasked to inject more energy, interaction, fun, element of surprises to help the product become more pronounced on the shelf against the competitors.
Client
MARS
Service
Packaging design
This slimmer, pocket-friendly bottle design that’s easy to carry anywhere, while retaining the original bottle's front profile to preserve its familiar shelf presence. The top lid features a new structural concept. One side of the lid has a button, and when the consumer presses it with their thumb, the opening releasing a piece of gum into the button's recessed area. At this point, the consumer can quickly release the button, launching the gum into the air—either directly into their mouth or to someone else. This creates a cool, performative gimmick or behavioral feature.
A slim bottle with a traditional flip-top lid features an internal container that holds a number of small fortune slips, each printed with messages about luck, predictions, or confidence-boosting phrases. When consumers shake the bottle to dispense gum, it mimics the motion of drawing a fortune stick. As they open the lid to take a piece of gum, a fortune slip simultaneously emerges from the opening, adding an interactive and fun element to the experience.
The bottle features a soft triangular cross-section, designed to fit comfortably in the palm. Its surface is covered with small, tactile domes that gently massage the hand. These domes can be pressed down and pop back up, providing a satisfying to relieve mental tension, reduce stress and anxiety.
