Since it’s launch in 1893 Wrigley’s Spearmint Gum has been enjoyed around the world by generation after generation. It is a timeless classic. It’s also famous for having a long-lasting taste. Using iconic brand and product elements we wanted simply convey this dual message, showing how Wrigley’s Spearmint Gum goes on and on and on. We took the texture and format of the sticks of gum to create a seemingly endless, labyrinth-like loop. And we combined this with iconography from famous classic stories, known and loved around the world, that have also been around for a long time. The sticks of gum come together to show the two protagonists of each story, completing the picture and triggering memorable recognition in our audience. To complement this we used a ‘classic’ illustration style, evoking a warm sense of nostalgia that belongs to our collective imaginations.