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Doublemint China
Brand identity
Doublemint
Brand identity
Agency
Elmwood
Wrigley’s set out to transform their iconic Doublemint green arrow into a distinctive, ownable brand asset tailored specifically for the Chinese market.
At the heart of Doublemint is a sense of freshness that brings people closer — encouraging openness, lightness, spontaneity, and natural connection. It’s about feeling relaxed, free-spirited, and imaginative.
The new asset needed to be flexible across a wide range of touchpoints, supported
by clear guidelines to ensure consistent implementation.
The result is a bold, expressive use of the green arrow — reimagined as a visual stage for meaningful moments of connection. A dynamic burst of “freshening flow” radiates from its centre, guiding the eye and drawing focus to the story. This system captures and amplifies Doublemint’s signature freshness in a way that’s both memorable and unmistakably its own.
Selected Works
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Ryan Wood
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