Jelly Belly Gum

Ford Gum tasked Haugaard with creating a new product for Jelly Belly Gum, following the brand’s guidelines while introducing four new flavors. The project involved designing packaging for gum, which was launched in a blister pack and sleeve with four flavors. The packaging needed to clearly distinguish the product as gum, not Jelly Belly candy, while staying true to the brand's visual style. The goal was to create a Jelly Belly gum that stood out in the market, encouraged trial, and excited consumers. Due to the success of the initial sleeve packaging, additional formats were developed, including jars, stand-up pouches, and POS displays.

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