Reinvigorating a nostalgic gum brand with a cleaned up packaging design and expanded roster of players.
After 36 years of being a dugout staple, Big League Chew needed a brand refresh to set them up for future growth and flexible brand extension. Heavily steeped in our collective childhood nostalgia, Seedhouse was careful to maintain the well-known brand that customers love while making the entire packaging system cleaner, MORE FUN, and ready for line extension.
With an expanded roster of players that better reflected the world of baseball today illustrated by Mudge Studios, we also incorporated a dynamic flavor banner for a quicker read. We simplified the logo for more consistent and brighter printing, and incorporated a new sponsor, USA Baseball. The optimized look was rolled out to 50 structures (and counting!)
Overview
Client: Ford Gum
Delivered: CPG Packaging Refresh, Package Design System, Line Extension, Brand Identity Refresh, Icon Development, Print Optimization & Management.
Honoring Brand Equity While Updating Packaging Design
We made careful but clear moves to carry the strong brand equity forward while allowing the design to accommodate a wider range of player illustrations and flavors. Small adjustments to the Big League Chew logo and overall information hierarchy maintain the brand presentation but freshen it up for a new generation of fans.
Small Design Updates for a Big Impact
With so many factors at play, we made design decisions to maintain the solid brand look and feel while enabling flexible line extension and consistent print production. The logo itself is so recognizable we didn’t need to do much. We eliminated striping on the logo and ditched the drop shadow.
These small updates maintain the brand equity while bringing freshness to the logo. The flavor names, once in cursive, moved to a sporty sans serif in a dynamic banner shape— evocative of ESPN game motion graphics. This move improves legibility and consistency from SKU to SKU.
Using baseball cards as inspiration, the back panel also got a brush up for a more engaging and fun read.
Print Production
We applied the new family line look to over 13 flavors, across 14 unique structures—totalling almost 100 SKUs and counting. Managing all of the print production includes our proofing process, pre-production calls and communication with the 8+ print partners, as well as approving print proofs from the printers.
Trusted Partnership
We pride ourselves in being true partners to our clients. This relationship started with an initial scope of 30 SKUs for Big League Chew and has now resulted in an on-going relationship and two more Ford Gum brands (MEG Military Energy Gum – 6 SKUs and Carousel – 28 SKUs).
