BUBBLE KING® Gum: Rebrand

2017 Davey Awards–Gold Award: Design/Print
Corporate Identity-Logos: Bubble King Logo Design

This project showcases my ability to manage a brand refresh from conception to completion, ensuring brand consistency and creating impactful visuals across various touchpoints.

The rebranding effort involved:

  • Logo Design: Developed multiple logo directions, ultimately landing on a design that embodied a fun, retro cartoon aesthetic. This bold, expressive logo aimed to be relatable, recognizable, and stand out on gumball machines.

  • Brand Consistency: Established a cohesive brand style and illustration approach featuring unique characters for each flavor. This style was seamlessly integrated across all Bubble King touchpoints, including packaging, carton designs, and catalog layouts.

  • Packaging and Labeling: Designed eye-catching packaging and ensured all required labeling (nutritional facts, etc.) fit seamlessly within the new design. This included creating a logo badge to update licensed products and sub-brands.

  • Production and Rollout: Managed the design rollout across various collateral, ensuring brand consistency throughout all elements.

Logo Redesign

Approaching this part of the project, the goal was to develop a fresh, impactful logo for Bubble King gum by exploring multiple design directions. Ultimately, a fun, retro cartoon aesthetic was chosen, featuring a bold and expressive logo designed to be relatable, recognizable, and stand out in gumball machines with its emoji-like feel. Some of the key considerations were:

  • Simplicity and Adaptability: Ensured the logo could be effectively used across various marketing materials, even down to being printed on the gumball itself.

  • Gum-Related Design: The overall design evokes a sense of gum, feeling bubbly and squishy.

  • Eye-Catching Appeal: The logo stands out amongst competitors in gumball machines. Some of my responsibilities included:

  • Researching and creating initial concepts.

  • Collaborating the with client team, collect feedback and update designs as nessessary.

  • Creating the final designs suitable for a broad range of product applications.

Having the opportunity to have the logo printed on the gumball was a unique experience! Who knew I'd get to design something I could actually eat?

Vending Machine Card Redesign

To elevate Bubble King's brand presence and strengthen customer connection, a complete redesign of the vending machine cards was undertaken. This project focused on creating a cohesive and recognizable brand identity. Some of the considerations to achieve this were:

  • Bold & Engaging Illustration Style: Developed a unique illustration style featuring memorable characters for each flavor. These characters were designed to be the hero on the cards, readily capturing the attention of young consumers.

  • Character-Driven Recognition: The characters directly linked to the product name, flavor, and shape, allowing young customers to easily identify their favorite Bubble King gum.

  • Systematic Design Approach: Implemented a unified design system to replace the previously disjointed card styles. This consistency strengthened brand recognition and created a more impactful overall aesthetic. Additionally, it made it easy to add new cards as needed.

  • Printability and Compliance: Ensured all designs adhered to printing specifications and regulatory requirements for nutritional facts

Some of my responsibilities included:

  • Research, illustrate and layout to ensure consistency.

  • Pre-production prep to ensure the files were ready to be sent to the printer.

Package and Labeling Redesign

As part of the Bubble King brand refresh, a comprehensive packaging and labeling overhaul was implemented to ensure consistency across all product lines. This involved:

  • Adapting the New Branding: Existing packaging was redesigned to seamlessly integrate the new brand style and illustration system. This included creating graphics that fit various existing box shapes and developing new packaging solutions for specific products. Additionally, licensed intellectual property (IP) was incorporated while maintaining brand cohesion. Part of this process also involved the creation a badge for licensed products and sub-brands.

  • Streamlined Labeling: All required labeling elements (nutritional facts, etc.) were seamlessly integrated within the new design, ensuring clarity and compliance. Some of my responsibilities included:

  • Collaborating with clients to collect and organize all previous SKUs that would be included in this rollout.

  • Managed design, prepress, and incorporate innovative designs for one-off products.

  • Efficiently deliver the redesigned packages to meet the client's launch goals.

Product Relaunch Catalog


These provided spreads represent a small selection of the complete catalog design. This project involved designing and laying out an in-depth product launch catalog to drive excitment for the revamped Bubble King brand. The catalog aimed to:

  • Reignite Excitement for the Reimagined Bubble King: This combines the reintroduction with the excitement for the relaunched product line.

  • Communicate Brand and Products: Provide clear information about the brand and present clear images of every available SKU.

Some of my responsibilities included:

  • Layout & Illustrations: Designed the catalog's entire layout and created engaging illustrations to visually represent the brand refresh.

  • Production Prep: Collaborated with the client team to ensure all product information (names, numbers, codes) was accurate. Additionally, a user-friendly system was developed to clearly identify products catering to specific dietary restrictions.