Stride
Leading end-to-end visual innovation for a saturated category.
Agency: Design Bridge & Partners
Role: Design Director
Scope: Packaging System
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The chewing gum category had become stagnant, treated primarily as a functional tool for breath freshening. The challenge was to pivot Stride from a "commodity utility" to a high-intensity "emotional release" product that cuts through the monotony of the Z-generation's daily routine.
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I partnered with the marketing team to establish a Sensory Stimulation framework:
Narrative Shift: We re-positioned the product from functional benefits to a "multi-stage flavor journey" (stepped acidity) designed for Z-generation seekers of novelty.
Visual Direction: I directed a motion-forward graphic approach—depicting the product flying in from right-to-left—to signify a "cut" in the repetitive daily routine.
Systemic Discipline: I implemented a consistent, clean silver "brand anchor" across all SKUs, providing a necessary place for the eye to rest and ensuring the product line maintains visual authority and premium recognition.
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Category Re-activation: Successfully redefined Stride as an "emotional and sensory" product, revitalizing the stagnant category.
Visual Cohesion: The silver brand-anchoring system ensures the product line maintains shelf authority even amidst the high-intensity graphic elements.
Strategic Growth: The sensation-led identity directly aligns with market demands, resulting in a successful launch that drives long-term consumer engagement.
