Wrigley Orbit Chewing Gum Package

Wrigley Orbit Chewing Gum Package

Wrigley Orbit Chewing Gum Package is an innovative packaging design solution that revolutionized the gum category through its fashion-forward approach and transformative aesthetic elements. Created by designer Scott Lucas with art direction by Michael Palmer and design by Marie DeAngelis, this packaging design represents a significant departure from traditional gum packaging conventions, elevating the product from a simple consumable to a stylish accessory. The design's most distinctive feature is its cutting-edge printed overwrap that ingeniously incorporates an iconic O as a window to the inner envelope, through which any of 30 unique patterns are visible, creating an engaging reveal experience for consumers. The package, measuring 92 mm x 10 mm x 50 mm, employs a sophisticated matte finish with strategic varnish highlights on the envelope, contributing to its premium positioning. The design philosophy centered on the concept of transformation, responding to consumer insights that emphasized the importance of personal style and continuous evolution. This innovative approach to packaging design, which launched in the United States in 2010, garnered significant attention and was recognized with an Iron A' Design Award in the Packaging Design category in 2011, acknowledging its contribution to advancing packaging design standards and creating meaningful consumer experiences. The design's success lies in its ability to merge functional requirements with aesthetic appeal, creating a product that serves both as a practical container and a fashion statement, while maintaining brand identity through carefully considered design elements and materials.

packaging design, fashion-forward aesthetics, consumer experience, pattern innovation, brand transformation, premium packaging

— Adam Dawson

CITATION : "Adam Dawson. 'Wrigley Orbit Chewing Gum Package.' Design+Encyclopedia. https://design-encyclopedia.com/?E=454404 (Accessed on August 12, 2025)"