PROJECT OVERVIEW

Chewiee is a personal project for an all-natural, plastic-free chewing gum brand. The target audience for the brand is consumers who are young, along with consumers who are looking for a no-nasties, natural option. The project required a brand identity design, packaging design and product photography.


SOLUTION

The project began with target audience research, including user interviews to determine the needs of the consumer. It was discovered that sustainable, aesthetic and freshness maintaining gum packaging is needed by most gum users. The brand personality and name was developed through the discovery that the chewing gum market currently has limited brands on offer that appeal to the younger target market of Gen Z. These consumers value sustainable, minimal and aesthetically pleasing packaging. The fun, vibrant, and sustainable brand personality developed speaks directly to this target audience, ensuring the brand stands out from the crowd on the supermarket shelves. The packaging material is designed to be bio-plastic, addressing the needs of the audience for freshness, and the businesses values of sustainability.