Landor designed a unique packaging that invites teens to explore and discover new things through play. Incorporate a concept of a packaging that reveals more art work once they peel the cellophane wrap.
“Consumers today, especially teens, are looking to emotionally connect with their brands. They seek new ways to explore and display the ideas they're already thinking about. Teens appreciate diversity and discovery, and really embrace individuality. They are experiential; tweeting, posting, sharing and updating regularly.
The concept behind iD gum was to inspire teens to explore and discover new things through play. To incorporate this concept, there is a cellophane wrap on the pack with a patterned design that partially hides the artwork and invites the teen to take a look at what lies inside. The packaging had to facilitate interactivity between the teen, the gum, their peers, the games and ultimately the brand itself.
To encourage teens to expand their own curiosity, Landor researched art by young artists from diverse backgrounds, artistic styles and multiple techniques, from countries like Argentina, the Maldives, Spain, Sweden, the UK, US and others to arrive at a select few that embody this spirit.
Thanks to the use of unique packaging and original art, iD Gum really puts discovery into action for teens. iD Gum is accompanied by the launch of the iD ArtCade, a social media companion and game portal on Facebook and tablets. The ArtCade uses the packaging design, created by Landor, to help players unlock and heighten the experience of some games.”
Designed by Landor