Country

中国(China)

Official website

https://www.designbridge.com/

Company Introduction

Design Bridge is a global design agency with 5 Studios around the world. Founded in 1986 in London, UK, Design Bridge has organically grown Studios in Amsterdam, Singapore, New York and Shanghai, and there are now over 400 people working collaboratively around the world. Experts at building emotional connections with consumers through exceptionally crafted, powerful design, Design Bridge works with some of the most iconic brands in the world, as well as some of the smallest and newest (and most exciting) start-ups. Design Bridge has won numerous international creative awards including Pentawards, Mobius, New York Festivals, Design Week Awards, D&AD and DBA Design Effectiveness for a broad range of clients that includes Unilever, Diageo, Mastercard, Colgate-Palmolive, Reckitt and Mondelēz. You’ll often find us speaking at industry events and on creative awards judging panels, and we're involved in a series of programmes and initiatives that support the future generation of talent, including running our own annual student awards competition.

Images

Brand Name

Stride

Designer Name

Tom Gilbert, Wenxi Chen, Angelica Tan, FangTing Zhong

Position of Designer

Executive creative director, Creative director, Design director, Junior designer

Client

Mondelēz SH Food Corp Mgt Co.,Ltd

Target Group

GenZ

Major sales

电商 E-commerce; 小型商超和便利店 Supermarket & CVS

Positioning

大货 Mass Production

Design Story

Stride is the most popular gum brand among young generation with dynamic and innovative image. To stay attractive and relevant with Gen Z, Stride continually introduced innovations to market and it becomes more and more critical to maintain a consistent look and feel across brand’s extensive portfolio. We helped Stride to uphold the core brand idea of “Unstoppable Gum, Unstoppable Me” to establish a more intuitive connection with GenZ consumers in a more narrative way by building "Passion” as a unique and extendable design story.

Highlights

We created a supergraphic S with an infinity wave of energy and flavor emanating out. Logo usage and variations of it was previously inconsistent so we refined the existing logo and established proper usage guardrails.

Market Performance

An increased market share of +1.4PP during the period August 2021 to January 2022

Material

其他

Craft

We created a comprehensive visual guide to ensure the overall brand tonality encompasses the golden thread thinking across all touchpoints in the Stride brand world. The brand team found this very useful as they could educate their multiple digital, communications and advertising agencies and suppliers.

Does the design solve the problems that are common across the product category?

Developing consistency for the brand thereby strengthening the brand assets for consumer recognition.

What functional designs of the work have enhanced the user experience?

N/A

Did the design help increase the sales performance of the product?

N/A

Does the work consider sustainability (environmentally or commercially, or both)?

N/A

Additional Materials

https://share.weiyun.com/G3RpeKGj