Wrigley’s chews over identity by Bluestone

Bluestone has been appointed to create an identity for chewing gum manufacturer Wrigley’s to raise the profile of the corporate brand to the trade.

It was appointed as Wrigley’s retained consultancy following previous work with the company. The project is worth £140 000.

According to Bluestone joint managing director Steve Kyffin, the identity is being developed initially for business-to-business communications, including mailers and point-of-sale material. There are plans for a trade-only website in the future.

“Traditionally, Wrigley’s is overshadowed by its Orbit and Extra brands, which have a higher consumer profile,” says Kyffin. “It needs a sharper, more coherent identity for its trade audience,” he adds.

Wrigley’s plans to launch the marque later in the year. A version has been approved by Wrigley’s UK operation and has been sent to the US for approval, which is expected to take a month.

The first sight of the new identity will be on point-of-sale material and promotional leaflets.

Wrigley’s trade marketing manager Gareth Rule says the design work will not affect any of Wrigley’s consumer brands including Airwaves and Hubba Bubba. The identity aims to incorporate a trade-focused strapline.