Topps' Bazooka bubble gum
Logo & Brand Identity | Package Design
Refreshing a classic, iconic brand.
Topps is an international marketer of entertainment products—collectible trading cards, sticker collections, strategy games, and distinctive confectionery products with Bazooka bubble gum at the forefront. Bazooka began in Brooklyn, NY shortly after WWII, and since 1953, Topps has been wrapping the gum with Bazooka Joe and his gang comics.
When Topps Bazooka tasked us with redesigning their iconic logo and packaging, I paid extra attention to their history, recognizing the brand as a vital part of pop culture. My goal was to create a playful new identity that stays true to Bazooka’s rich, all-American heritage. To leverage existing brand equity, I incorporated Bazooka Joe into the logo itself, and turned things inside out by highlighting the legendary comics as a main background element on the package design.
I was thrilled when Topps selected my logo and packaging solution!
Logo Design
For the logo, I selected a typeface that was both playful and clearly legible. Since this is an iconic, all-American brand, I used red, white and blue as the color palette, with alternating blue and red letterforms for a lively, energetic impact.
Brand mascots can be fun, lovable, and memorable visual graphic that really make a design pop. So I enlisted Bazooka Joe himself in the exclamation point at the end of the logo.
Package Design
For the packaging, I really wanted the logo to shine for immediate recognition on-shelf. I featured it prominently on the front, and ensured strong contrast to the elements behind it. The white shoosh was used to show movement, and also house the logo, making it pop even more.
For the background, I wanted there to be an overall wall of color, corresponding to the product flavor. Even though there are many graphic elements, my goal was for it to read as a consistent color across the full package.
To enhance the idea of energy and playfulness, I created floating bubbles of various sizes throughout the design. A very large bubble directly behind the "B" of the logo was meant to subtly draw the eye in. I featured a large product photo to show the easily recognizable gum shape.
Bazooka Joe comics take the limelight!
And finally, I thought it was time for the classic Bazooka Joe comics to step out into the light. Since 1953, they had only been known as the wrapper for the gum itself. Kids collected the comics, and read the jokes out-loud to their friends. I felt it was now time for them to be a more prominent feature of the brand's upfront design, creating immediate nostalgia.
Shown above is the packaging front for the original Bubble Gum flavor. Below are adaptations to the Tropical and Grape flavors.
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