Zeus The package design of chewing gum is an innovative packaging design concept that revolutionized the chewing gum market in Japan through its distinctive approach to sensory stimulation and visual storytelling. Created by designer Yoichi Kondo, this groundbreaking design specifically targets males in their twenties and employs spectacular natural phenomena as visual metaphors for different flavor profiles. The design encompasses three distinct variants: Thunder Spark for an electrifying taste experience, Snow Storm representing intense cooling sensations, and Rain Shower embodying juicy, refreshing qualities. The packaging's dimensions of 80mm width, 11mm depth, and 50mm height are carefully considered to optimize both functionality and aesthetic appeal. A notable technical innovation in the design is its partially attached gum wrapper system, which facilitates effortless removal and consumption while maintaining product integrity. The design's success is evidenced by its exceptional market performance, achieving 7 million units sold within its first two months of release, significantly surpassing the traditional benchmark of 5 million annual units for successful products in Japan. This remarkable achievement, coupled with its innovative approach to revitalizing consumer interest in chewing gum, earned the design a prestigious Silver A' Design Award in the Packaging Design category in 2013, recognizing its contribution to advancing packaging design standards and consumer experience.
packaging design, sensory stimulation, natural phenomena, Japanese design, consumer engagement, visual storytelling
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