Case Study: Mars Excel achieves Gen Z-ready, bilingual packaging consistency with Kaleidoscope

Mars Excel scales 40 SKUs with Kaleidoscope to refresh Excel gum packaging

Mars Excel faced the challenge of refreshing its Excel gum packaging to attract Gen Z consumers without alienating its core audience. The project also needed to comply with Québec’s Bill 96 bilingual requirements, address inconsistencies across its product range, and improve overall shelf impact. They partnered with the design agency Kaleidoscope to achieve this.

Kaleidoscope's approach involved consumer research and category audits to prioritize brand prominence and appetite appeal. They developed a new design system featuring custom illustrations and digital renderings, which was validated through research before being adapted across 40 SKUs. The modernized packaging system deployed by Kaleidoscope successfully elevated shelf presence, brought consistency to the range, and established a scalable architecture for future innovations.

Mars Excel