Wrigleys Extra was introduced in Germany and Scandinavia in the early 90s and is now among the most popular chewing gum brands in these countries. Interbrand was commissioned to modernize the visual appearance, increase the brands visibility on the shelves and create a uniform appearance for the expanded portfolio of products. The new visual identity emphasizes the dental care and taste aspects of the chewing gum. The iconographical oval curve element dominates the brand appearance and holds the portfolio together while enhancing visibility and ensuring sufficient variation. Copy text, typography, symbols and colors were updated and harmonized.