A daring brand and packaging design

Unhinkables is the first legal chewing gum from Singapore. The bold brand and packaging design is a powerful statement.

Creative agency BBH Singapore has the reputation to tackle business problems with “Fame-Driving Solutions”, and their latest project, “On-Dinkables!”, Is a master class in this approach. This project is not just a product launch; It is a showcase for the ability of the agency to make the impossible possible, a concept that they call “unthinkable ideas”. The campaign is all about what is advertised as the first legal “chewing gum” of Singapore, a product that immediately challenges the long -term ban on gums.

Singapore banned the sale and import of chewing gum in 1992 to prevent vandals from putting it on public property such as train doors and lift buttons. Inviting this law can lead to a big fine. So how did BBH Singapore kill here? They created a product that looks, tastes and chews as a chewing gum but is made without a gums. This technology technology makes it permitted by law, so that they can give Singaporese the full chewing experience without the risk of a fine.

The genius of this project is in its brand and packaging design. The bright, striking color palette of pink, purple and blue immediately attracts your attention. The playful and rebellious tone is perfectly captured in the images, with Doodles van Sterren, Hearts and Arches. The packaging states brave, “from the country that forbade chewing gum,” make his explanation loud and clear. The design smartly uses the thing that circumventing – the ban – as its primary marketing hook.

BBH Singapore has made the product together with Sugarcraffter Irene Chan, founder of ONI Cupcakes. Together they worked in the Innovation Lab of the Bureau and experimented with more than 60 combinations of flavors and chewing ingredients to get the end product well. This dedication to the physical form of the product is just as important as the visual design, so that the entire experience is related and compelling.

Ultimately, unthinking! Is not just a candy; It is a disguise of the creative portfolio of the desk. Each piece of “gum” contains a QR code that links to some of the most striking work of the agency, such as the “Heinekicks” campaign and a horror film made for income travel insurance. This project is an example of how a strong, narrative design can not only solve a problem, but can also serve as a powerful promotion tool, which shows that creativity can indeed make the impossible possible.

Credits: BBH Singapore: https://www.bbhsingapore.com/unthinkables