When in doubt, say yes.
5 Gum had been using extreme sci-fi styling (think: The Matrix and H.R. Giger) to show people what their gum tasted like. It looked awesome, but The Matrix had come out 15 years ago, and wasn’t as appealing anymore. I developed a style that took their intense, “let me see what it tastes like” look, added a burst of color and grounded it in situations most teens could actually relate to. In the process, I also was able to create a font for the brand (5 Sans Italic).
