Stimorol Ice with a liquid center is the chewing gum for «hells angels» — those who live on the wild side — the risk takers — those who exist to challenge convention! An intriguing and unusual basis perhaps on which to develop the package design for a new chewing gum. Our team was inspired by this idea especially as not long before this project MILDBERRY team has developed the visual identity of Stimorol Ice and package design for the main product range…

Stimorol Ice is the brand for the youth of today who are unique, spontaneous, and are here to challenge the world as we know it. As a consequence, the solution is designed to “hook” the consumer with a contemporary, young and provocative design, reinforcing the benefits of the product.

The first stage of the project involved indepth analysis to identify current trends in youth culture — the characteristics, symbols, style elements and attributes in use. Seeing the world through the eyes of the target audience enabled the team to create a dynamic, contemporary image which would prove credible and relevant.

Our designers were given complete creative freedom to explore and work with youth style and encouraged to experience life on the wild side — just like the Stimorol Ice audience. After several bright, inspiring creative days many unique ideas were created.

As a result, a contemporary device reflecting the TATU or warlike symbol, was created to form the basis for the Stimorol Ice brand design and marketing communication. This symbol is literally frozen into the blue background to create a dynamic fresh and challenging statement — a captured, unexpected and surprising moment in time — reflecting the chosen values of the brand.