Wrigley Design & Branding WRIGLEY BRAND IDENTITY by Interbrand Group

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Industry Chewing-Gum
Media Design & Branding
Market United States
Agency Interbrand Group
Creative Director T Jason Brown, Alan Roll
Released January 2012

Credits & Description

Category: Consumer Products
Advertiser: WRIGLEY
Executive Creative Director/North America: Chris Campbell (Interbrand)
Creative Director: T Jason Brown (Interbrand)
Creative Director: Alan Roll (Interbrand)
Senior Designer: David Hong (Interbrand)
Senior Designer: Chris Kline (Interbrand)
Senior Designer: Ronan Tiongson (Interbrand)
Design Director: Matthias Kaeding (Interbrand)
Associate Director/Verbal: Caitlin Barrett (Interbrand)
Media placement: None - None - None

Describe the brief from the client
When the Mars Corporation acquired the Wrigley brand, Wrigley saw it as an opportunity to rally their employees and better connect the brand to their products. The brief called for an evolved vision and mission, and a new visual and verbal articulation of the business strategy.

Describe the challenges and key objectives
The biggest challenge was determining the extent of the evolution given the heritage and equity in the current Wrigley brand. Our key objectives were to 1. Do no harm to the business, 2. Create a visual and verbal language that will excite and inspire the entire organisation, and 3. Connect the emotional benefits of the product more directly to the Wrigley brand.

Describe how you arrived at the final design
Driven by the objective of connecting the corporation to the emotional benefits of the product, the solution was an expressive, vibrant, and dynamic new visual system and tone of voice, including a new word mark. We created a symbolic language for the product flavours and sensations that would lend themselves well to digital environments and video applications.

Give some indication of how successful the outcome was in the market
The brand was successfully launched internally at Wrigley’s annual leadership meeting. The response was overwhelmingly positive and emotional, and the global executive team has been adopting the system internally around the world, including a new intranet. Wrigley plans to launch externally in 2012.