Challenge: Refresh the Five gum brand to make it easier for consumers recognize and find their flavor. Make the five brandmark easier to identify and more iconic.

We had several excellent solutions to this challenge throughout this project but the final solution used telegraphic flavor communication and patterning to simplify the consumer experience. The five brand was also elevated to be more unique and recognizable through the following solutions.

The following work is concept art done at and owned by Interbrand Cincinnati.