nendo designed the packaging for a new 'mint-flavoured powder' addition to the acuo gum family,
which is sold in japan. the packaging emphasizes the promise of a gum that 'bursts in the mouth
for a moment of clean refreshment' while maintaining acuo's signature style.



'we chose the dull silver as the base colour as it gives the transparent film and sliding packaging a solid feel,
like a bar of pure metal and the black gradations suggest this strength and solidity.
the transparent film slides off, transforming the packaging into a simple carrying case for the gum.'



the overall feel of the package is a continuation of the branding that nendo came up with previously for
lotte's acuo gum range: 'we based the logo on helvetica, a standard typeface, and put a shape in the
centre of the 'O' that could be either an open mouth or a drip to show a feeling of freshness expanding
into the mouth. we consciously chose to avoid both all-too-common 'sizzle' and overdone expressions
in gum packaging.'



'instead, we used the placement of the graceful letterforms to suggest pharmaceutical functionality.
we wanted a clear channel of communication, so the visual merchandising for stores and the advertising
graphics were an extension of the packaging. this was our suggestion for a design to visually
represent 'flavour' an invisible quality.'

all photos by masayuki hayashi



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