When the Mars Corporation acquired the Wrigley brand, Wrigley saw it as an opportunity to rally their employees and better connect the brand to their products. The brief called for an evolved vision and mission, and a new visual and verbal articulation of the business strategy.

Driven by the objective of connecting the corporation to the emotional benefits of the product, the solution was an expressive, vibrant, and dynamic new visual system and tone of voice, including a new word mark. We created a symbolic language for the product flavours and sensations that would lend themselves well to digital environments and video applications.

The brand was successfully launched internally at Wrigley’s annual leadership meeting. The response was overwhelmingly positive and emotional, and the global executive team has been adopting the system internally around the world, including a new intranet. Wrigley plans to launch externally in 2012.