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Klast Gum

Design: Andrew Hesham
Location: Egypt
Project Type: Concept
Packaging Contents: Gum
Packaging Substrate / Materials: Aluminium, Paper
Printing Process: Digital printing, Screen printing

Known for its range of flavors, Klast gum has been a firm favorite for Saudi families since the 2000s. The supermarket flavored gum category is a confusing mix of pack formats and brands with a mass of product messaging. The aisle was also often overlooked from a brand maintenance point of view and had also attained a reputation of products high in sugar and lacking any long-lasting flavor.

We saw the opportunity of revitalizing the category by rethinking the product formulation, fortifying the products with sugar-free bursting flavors, and a new packaging format. In doing so the brand would raise the bar for the category and improve the shelf impact which needed to be refreshingly bold, fun and aspirational.

What's Unique?
We recreated the brand into a simple and proud brand mark which stretched across the entirely new 5 packs shouting out of a new brighter color palette. A new cartoon-stylized illustration set of flavour callouts were created which added the fun factor back into the packaging. A flavour matched coloured background helped tell the Klast Gum story. These new elements put the serious fun and enjoyment back into the brand and seriously shakes up the category with new personality.

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