As a predominantly spontaneous purchase for the average shopper, over 90% of the chewing gum market share is dominated by the category’s heavy hitters. Enter: Nuud. A plant based, plastic-free, biodegradable, sugar-free option that wanted to shake things up and encourage people to go plastic-free.

The trouble was, no one really knew gum had plastic in it to begin with. Which meant the brand had to raise awareness of the issue, then ultimately position themselves as the solution. Guided by their three values—fearless, fun, transparent—we partnered with them to take on the industry and build a brand that will help rid the world of a million tonnes of plastic..

When crafting the brand, we knew we had to follow some category semiotics in order to cue ‘freshness’. The vibrant colours respect traditional flavour cues to create mass appeal, but dials them up for a more vibrant feel. The brazen voice leads with a hero line ‘chew plants, not plastic’ telling everyone what the business is about, loud and clear.

Nuud’s desire to take a stand immediately set them apart from their more passive competition, which often uses organic cues found in the wellbeing space. We used this to their advantage, treating packaging like a miniature billboard and filling every centimetre of space on-pack to create a loud, unapologetic identity that stands out on shelves.

Who said rebellion can’t be fun? The identity is infused with a sense of play to balance out the seriousness of the subject matter. We crafted a mascot, Charlie, who makes messages around sustainability more digestible for audiences by being playful rather than preachy. A big, smiling logo sits next to a bubbly custom typeface on pack, working hard to make the brand approachable and lighthearted.