New Logo and Packaging for Wrigley's Extra by Elmwood

Introduced in 1984, Extra is a brand of gum from Mars Wrigley. At the time, it became Wrigley’s first sugar-free gum offered in the U.S., which helped it gain a lot of popularity and was later introduced in 1989 to the UK market by the British subsidiary of Wrigley that was established in 1911. Prior to Extra, though, Wrigley launched the Orbit gum brand in 1977 as Britain’s first sugar-free gum. In 2015 Orbit dropped its name in the UK to adopt the Extra name, while in the U.S. the two gums exist in the market at the same time. To add to the Extra universe, the same underlying recipe manifests in different parts of the world as Orbit, Yida, or Freedent, with flavors localized to each country. Unifying Wrigley’s Extra brand across the world is a new identity and packaging