Orbit gum is letting its fans express their creative side in a project aimed at crowd-sourcing pack designs.

Wrigley’s Orbit gum recently launched Spotlight Series Facebook application, the company says.

The application pulls certain data, such as the number of friends and the amount of likes from a user’s profile and generates a unique, custom gum pack design using an algorithm. The result is an artistic representation of the information pulled from the profile.

The user then can tweak the design, choosing which template to use, as well as which color takes precedence. Other users then can vote for their favorite package designs, with the winners possibly appearing on store shelves in 2012.

Orbit gum worked with EVB (Evolution Bureau) to develop the application. Specifically, EVB worked with digital artist Joshua Davis, known to use algorithms and randomization in his art.

This application is the second stage of Orbit’s Spotlight Series, which seeks to highlight the fruit-flavored Remix line of gum.

Orbit previously held a design competition in which college students from various creative disciplines submitted their original pack designs. Orbit is releasing eight package designs submitted by these student winners at various retailers nationwide.

For the current competition, anyone can generate a pack design using the application, but only US residents can enter their design. Orbit expects to introduce as many as 60 new pack designs for its Remix flavors later in 2012.

For more information about Orbit and the competition visit http://www.orbitgum.com/ or visit their Facebook page.

- M.K.