Lotte Design & Branding LOTTE BLACK BLACK / FLAVONO by Enjin

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Industry Chewing-Gum
Media Design & Branding
Market Japan
Agency Enjin
Creative Director Yukio Okada
Designer Yoichi Kondo, Kaoru Ogawa, Kana Mashiko
Producer Isao Tomizawa
Released April 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: LOTTE
Agency: ENJIN
Creative Director: Yukio Okada (Enjin)
Copywriter: Endoh 2nd (Enjin)
Art Director: Yoichi Kondo (Enjin)
Designer: Yoichi Kondo (Enjin)
Designer: Kaoru Ogawa (Cinq Directions)
Designer: Kana Mashiko (Cinq Directions)
Planning Director: Seiichi Nishikawa (Enjin)
Producer: Isao Tomizawa (Enjin)
Designer: (Toppan Idea Center)
Media placement: BLACK BLACK Gum - Supermarkets, Convenience Stores, Etc. - 1 April 2011
Media placement: FLAVONO Gum - Supermarkets, Convenience Stores, Etc. - 1 April 2011

Describe the brief from the client

Lotte carried out an integrated design project of their sweets’ packages, posters and art books, rendering them appealing and impressive. Black Black is a chewing gum with strong flavour that will keep you awake. Flavono is a chewing gum with fresh mint flavour to refresh your breath. The brief was to create appealing and impressive designs for these 2 chewing gum products.

Describe the challenges and key objectives
The objective was to make the package designs appealing and impressive, and to revitalise and rejuvenate the products’ images in order to express the fun and enjoyment that sweets can offer to you.
At the same time, the package designs should properly communicate the characteristics of the flavours ‘Black Black’ and ‘Flavono’.

Describe how you arrived at the final design

For Black Black, which is a chewing gum with a very strong mint flavour, red and silver have been used for colouring to express its strength. In addition, the inside wrapping papers have been designed to be eye-catching designs.
For Flavono, a fresh mint flavoured gum to refresh the breath, green and white have been used for colouring to express its clear refreshing flavour.
We even differentiated every inner wrapping paper of chewing gum, so as to express the fun that sweets can offer to you.

Give some indication of how successful the outcome was in the market
Both Black Black and Flavono are now sold nationwide in Japan supermarkets, convenience stores and so on, and are receiving very positive reactions from consumers.