Global Brand Redesign for Orbit Extra

Elmwood partnered with Mars to reposition its global gum brands—Orbit, Extra, Freedent, and Yida—under a unified identity aimed at Gen Z consumers. The new design shifted focus from breath freshness to mental wellbeing, introducing a vibrant brand world and a playful custom typeface. The result was a bold, emotionally engaging identity that revitalized the category and drove significant sales growth worldwide.

Set in a custom typeface