The rebranding of Trident gum was an assignment for a communications class I took at Lock Haven University of Pennsylvania.
For this assignment I was paired with another student to target a new audience for Trident Layers. I primarily worked on the graphic design component. Although previous promotional material used humor as a prime interest by dressing people in fruit suites, we found that the brand struggled in showing consumers it was different than its competitor, the Wriggley's monopoly. To break away from your casual, everyday gum, we
focused more on the more dynamic, original flavors like Sweet Cherry and Lime Fresco, Green Apple and Golden Pineapple, Wild Strawberry and Tangy Citrius, and Cool Mint and Mellon Fresco. Since a majority of chewers were between 16 and 32 from our research, we found that this younger generation enjoyed more vibrant designs with a bit of edge. The typeface of our flavor also gave it a "Trident Layers" characteristic as you can see. Besides working on a two promotional posters, I also constructed an animated billboard display as well for electronic media.