When examining gaps in the gum industry, I observed a lack of healthier alternatives. While there is significant demand for gum, some individuals with specific allergies or concerns about food dyes may be unable to consume conventional options. To address this need, I aimed to establish a brand that offers a healthier alternative while maintaining a fun aesthetic and delicious taste across various flavor options. Consumer research revealed that people strongly associate flavor with a brand, so I prioritized consistency in this aspect compared to other gum brands. Additionally, I incorporated hand-drawn branding elements, including illustrated patterns and icons created using Procreate, to visually communicate the concept of a healthier alternative.
BELOW SHOWS THE PROGRESS BOOK:
