Relaunching a nostalgic brand
When Velamints came to us they had just bought back their name and trademark from Wrigley. They were literally starting at the ground floor again. It was a completely unique and exciting project for an advertising agency.
We worked with Velamints' food scientist to develop new mint formulas. We also got to reinvigorate their brand. Starting with the original packaging I redrew their logotype to bring it from the 70s into the 2010s. I wanted something modern that still gave a nod to its past. The mint category has exploded since Velamints have been off the shelves and the packaging needed to be unique to make it stand out. I wanted it to feel interesting in ones hand, fit well in a pants pocket and give a nod to Velamint’s heritage.