What sets Blue Q apart as a company and a brand is their belief in the ability of design to forge a connection with the audience. When you get right down to it, Blue Q products aren’t actually all that great. I don’t think the flavor of their gum can even match the lifespan of Fruit Stripe, which is saying something, but Blue Q believes that if you give products a distinctive character and make them funny or outrageous enough, then an audience will naturally be drawn to them.