Froze Gum

PROJECT OVERVIEW:
Froze is a bold, modern rebrand of the classic Ice Cubes gum, designed to refresh the product’s shelf presence while doubling down on its signature cool, crisp identity. Central to the rebrand is a playful yet sleek new logo and packaging system that visually embodies the icy burst of flavor the gum delivers. The name Froze replaces the old branding with a cleaner, more contemporary feel, while still appealing to long-time fans of the product. This redesign introduces two flavor-specific color ways and an interactive unboxing experience that mimics the shape and sensation of real ice cubes.

DESIGN OBJECTIVES:
Modernize brand identity - Create a clean, versatile logo with visual impact across digital and physical applications.

Reinforce the “cool” factor - Use visual metaphors like frost, ice, and arctic tones to drive home the refreshing nature of the product.

Improve flavor distinction - Use distinct background and logo colors for each flavor variant to enhance recognition and appeal.

Enhance the unboxing experience - Surprise the user with a playful interior that resembles an actual ice cube tray turning opening the gum into a sensory experience.

BRAND ELEMENTS:
Logo Design "Froze" -
A bold, sans-serif text with a playful twist: the O is replaced by a 3D-rendered ice cube, subtly frosted and slightly translucent.
The logo color shifts to match the flavor of icy blue for classic peppermint, soft reds for strawberry, etc. while maintaining a frozen, glassy texture. Designed for strong visibility both on shelf and in smaller digital formats.

Outer Packaging -
1. Frosted, semi-metallic background textures suggest coldness and freshness.
2. Large Froze logo centered with strong flavor-color identity and minimal visual clutter.
3. Compact rectangular box that feels premium in hand and stacks efficiently on shelf.

Inner Packaging (Ice Cube Tray Concept) -
1. When pulled from the sleeve, the interior tray mimics an actual ice cube tray, with gum pieces individually seated in shallow, rounded “cube” molds.
2. Color-matched to outer flavor design for consistency and fun.
Adds a tactile, sensory component that reinforces the brand’s frozen identity.

FLAVORS DEPICTED:
Peppermint –
Color Scheme: Cool blues and white.
Logo: Ice cube O in light cyan, background frosted over with hints of sparkle.
Tray: Pale blue with crisp edges.

Strawberry –
Color Scheme: Deep magenta and pale red.
Logo: Ice cube O in a soft icy pink, with strawberry-toned frost around the edge.
Tray: Pink with a light sheen.

OUTCOME:
The Froze rebrand delivers a fresh, bold take on a well-known gum product, reinvigorating its presence with a clean aesthetic and tactile engagement. The frosty visuals, custom ice cube O, and interactive tray packaging reinforce the gum’s core promise: a burst of icy flavor in every chew. This new identity stands out in-store and online, ready to attract a new generation of fans while delighting loyal customers with a cool twist.