Excel Gum

Engaging the Next Generation of Gum Chewers

Consumer Research・Packaging Design・Design Implementation・Product Illustrations・Brand Guidelines・Digital Renderings・Packaging Prototyping

The Challenge

The Mars Excel team aimed to refresh its packaging to attract Gen Z consumers while maintaining loyalty from its core audience and meeting Québec’s Bill 96 requirements for bilingual packaging. The redesign also brought the opportunity to address inconsistencies across the range and establish a scalable design system for future innovations and improved shelf impact.

Mars Excel Gum original packaging design before refresh by Kaleidoscope

Mars Excel Gum refreshed packaging design after — CPG packaging by Kaleidoscope

Mars Excel Gum packaging design by Kaleidoscope

Our Approach

Kaleidoscope began by analyzing Gen Z purchase drivers through consumer trends research and category audits. Using our methodology, we prioritized brand prominence, integrated bilingual requirements, and enhanced appetite appeal through custom illustrations and product renderings. Lead concepts were validated through consumer research in collaboration with Mars’ Insights Team before adapting the refreshed graphics across 40 SKUs.

Mars Excel Gum Strawberry Refreshers and Peppermint packaging design by Kaleidoscope

The Impact

The modernized Excel packaging system is live across multi-pack SKUs, display cases, and in-store merchandising. It elevates shelf presence, brings consistency to a previously fragmented range, and positions the brand for stronger consumer resonance with a scalable architecture built to support Excel’s continued evolution.