Case Study 1
Savor The Art Of Flavor
Project Context
Category: Branding & Advertising Campaign
Target Audience: A broad consumer audience including teenagers and young adults, as well as adults who engage with playful, visually driven brands. The campaign also targets individuals with an appreciation for art, design, and visual culture.
Background: Extra Bubblegum is a widely recognized brand known for its vibrant packaging and long-lasting flavor. While the brand is associated with fun and bold visuals, this campaign explores a new direction by placing the product within unexpected, culturally familiar contexts. By integrating bubblegum into iconic works of art, the campaign expands the brand’s identity to feel more creative, expressive, and concept-driven, appealing to a wider and more visually engaged audience.
Software: Adobe Photoshop, Adobe InDesign, Adobe Illustrator
Design Problems
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How can a brand stand out in a highly saturated chewing gum market where competitors rely on bright colors and playful imagery?
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How can Extra evolve its existing emphasis on flavor and vibrancy to incorporate more conceptual storytelling and differentiation?
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How can a campaign feel fresh, memorable, and visually distinct while still aligning with the brand’s established identity?
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How can the design balance playfulness and clarity, ensuring the product remains recognizable while introducing a new visual approach?
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How can the campaign create strong visual engagement that captures attention quickly across multiple formats and environments?
Design Process & Inspiration
Selected both well-known and obscure artworks with strong facial focal points, particularly around the mouth, to naturally integrate the gum
Explored contrasts between serious, creature-esk imagery and playful contemporary elements
Replaced or introduced bubblegum in ways that feel both intentional and slightly disruptive, reinforcing the campaign concept
Developed a consistent visual system using a unified slogan, bold typography, and banner placement to create cohesion across the campaign
Drew inspiration from museum culture, art history, and modern advertising, blending high art with commercial design
Design Solution
This campaign introduces a unique advertising approach by recontextualizing iconic artworks through the playful integration of bubblegum. By inserting a modern, everyday product into traditionally serious and recognizable imagery, the design creates a striking visual contrast that captures attention and encourages engagement.
The use of a consistent slogan, color palette, and layout system unifies the series, transforming individual posters into a cohesive campaign. The bright pink gum acts as a visual anchor across all pieces, reinforcing brand identity while disrupting the original tone of each artwork.
This solution moves beyond traditional gum advertising by emphasizing concept, humor, and visual storytelling, positioning Extra Bubblegum as a brand that is not only fun, but also creative and culturally aware. The result is a clean, memorable campaign that invites viewers to reconsider both the artwork and the product in a new, unexpected way.
Selected Artwork
1. Edvard Munch’s “The Scream” (1893)
2. Vincent van Gogh’s “Head of a Skeleton with a Burning Cigarette” (1885)
3. Odilon Redon ‘s “The Laughing Spider” (1881)
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Photoshop Work
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Mockups & Expansions
Primary Advertisements (Paintings 1-3)
Posters
Gum Packaging
Magazine
Social Media Advertisement