MARUKAWA BUBBLE GUM PACKAGING REDESIGN

Message:

Marukawa Marble Fusen Gum is very cheap, being sold for just 20 yen (about 0.2 USD) per box, so that children can enjoy various flavors even with their small pocket money. While I want to modernize Marukawa’s branding, I want to keep the message of the Marukawa gum as being an affordable snack that everyone can enjoy.     

Concept:

“Carefree happiness, sharing joy with friends and family.”

My vision is drawn towards bringing out the unique, funky, and iconic packaging style that people associate with Japanese snacks and candy, I decided to create my own logo typeface for the new logo. Marukawa’s current branding, while long-lasting and recognizable, needs to compete with other Japanese candy brands that have more modern branding, especially as Japanese snacks are very popular across the rest of the world now.