Client
Concept project
Overview
"A reflective gum packaging concept designed to criticize & interrupt oral-fixation."
Client
Concept project
Industry
Consumer Packaged Goods (CPG), Behavioral Design
Service
Research
Concept Development
Packaging Design
Content
Tools
Adobe Illustrator, Adobe Photoshop, Prototyping, Physical Mockups
The Challenge
Oral fixation behaviors—such as chewing gum, biting nails, vaping, and mindless snacking—are common coping mechanisms for stress and overstimulation, particularly among younger generations. These habits often occur unconsciously, making them difficult to interrupt or change. At the same time, the gum category is saturated with undifferentiated products that reinforce habitual consumption rather than challenge it. The challenge was to design packaging that critiques the product it contains while offering a meaningful behavioral intervention.
The Solution
The solution was a critical packaging system that reframes gum as a moment of self-reflection. Research into oral fixation, behavioral psychology, and gum’s cultural history informed the concept. Through rapid iteration and prototyping, the design evolved into a small, makeup-compact-inspired form factor that includes a reflective interior surface. The mirror forces users to see themselves chewing, creating awareness at the exact moment the habit occurs. Messaging throughout the packaging is intentionally playful yet critical, reinforcing mindfulness without shame.
The Result
The final outcome is a two-inch reflective gum compact that interrupts unconscious behavior through design. While not intended to eliminate harmful habits entirely, the product introduces a pause—encouraging users to notice their behavior and consider its root cause. The project demonstrates how packaging can function as an active interface between product and psychology, adding emotional and behavioral value to an otherwise disposable object.
