Blockhead Gum Structural Redesign and Brand Refresh

Blockhead is more than a gum, it is a toolkit for life. With a range of uniqe chewables tailored to various benefits, you can be ready for anything anywhere. Boundless Brand Design were tasked to refresh their brand and packaging design to better align with the brand’s values and product offerings. This redesign aimed to address several issues related to sustainability, functionality, and visibility on store shelves. The previous packaging was a non-recyclable plastic sleeve that couldn't stand upright on shelf, often leading customers to see the back of the package first! Moreover, the visual identity was rooted in their original Energy Gum, which didn't represent the broader range of products now available, spanning from relaxation-focused Calm Gum to healing CBD gum. Our approach began with sustainability in mind, switching to a cardboard box structure, which came with it’s challenges. We crafted a unique box structure that allowed customers to conveniently slide it open for easy access to their gum, whilst remaining securely closed when in the pocket - a smart solution to adress the insight of how consumers consume and keep their packets of gum. The new double-walled box design provided the durability needed to withstand the active lifestyles of our customers, and a perforated tamper seal eliminated the need for a plastic covering used by other brands. Our new rigid box structure addressed the issue of brand visibility, with clean and visible faces for a set of eye-catching patterns to represent each product in the lineup, such as a lightning bolt pattern for Energy Gum and a cool, wavy design for Calm Gum. These patterns created a distinct and consistent look and feel that could be used across all brand communications. To complete the transformation, we gave the brand logo a refresh and implemented a clear navigation system to clearly display of each flavor and product benefit.