gu • mmi
2024
Consumers are increasingly looking for products that do not harm their health or the environment.
Creative solutionA 100% compostable chewing gum with an innovative packaging, where you can throw away your gum.
It has 2 compartments : the top one contains the gums & the bottom compartment contains the chewed gums.
In addition, discover “Gummi World”, a sensory experience which retraces the life cycle of our compostable chewing gum in a playful way.
Brand values• Creative & innovative
• Respectful
• Offbeat
• Fresh
• Authentic
Art directionUse of pastel colours for the natural feel of chewing gum mixed with vibrant colours for a more offbeat feel and a younger target.
Target15-25 year olds
My job
• Creative Strategy
• Art Direction
• Logotype
Collaboration with Jessica Pacht
• Art Direction
• Logotype
Collaboration with Jessica Pacht
The packaging - 2 compartments
“Welcome to gummi world”
Room 1 - “EXPOSE ME” (photosynthesis)Room 2 - “PICK ME”
Room 3 - “CHANGE ME”
Room 4 - “LICK ME”
Room 5 - “THROW ME”
SoMe & Goodie bags
Patterns
Pre-launch 1
Pre-launch 2