Marukawa Gum is a brand of gumball commonly found in Asian grocery stores all across America and is very familiar and nostalgic to many Asian Americans. This concept and challenge of this project was to refresh and update the packaging while still keeping true to it’s roots.

As a gum that is marketed towards kids, the new colors chosen are bright and playful without being too saturated. A typeface was created to emulate the roundness and bubbliness of the gum. Staying true to the original design of the packaging, each flavor of gum comes in a box that has an illustration of the flavor of fruit it is. Another aspect of the design that is carried over from the original is the star that would appear on the inner flap of some boxes which is used to indicate a winning box that could be exchanged for another box of gum.