The brand new model Nuud desires to shake up the chewing gum sector
We don't think chewing gum falls under the bracket of single-use plastic, but according to startup brand Nuud, there are millions of tons of polymer in conventional synthetic chewing gum. In response, Nuud's mission is to make chewing traditional gum as unacceptable as using plastic straws and to offer a natural, sustainable alternative.
"Most people don't know that regular chewing gum is made from single-use plastic and is not compostable," says Keir Carnie, founder of Nuud. “The UK councils spend around £ 60 million a year removing chewing gum from our streets. We want to address this and bring about a major change in the behavior of chewing gum. Nuud Gum is made from sustainably harvested tree sap and decomposes as quickly as a banana peel. We want to bring this biodegradable choice to a mass audience. "
The brand identity for Nuud is created by Mother Design and Broody London – Mother's incubator arm, working with entrepreneurs to help them create or accelerate their brands and businesses, and to give them access to creative and strategic expertise.
Despite the serious eco message contained in the brand, the design takes a fun rather than serious approach to promoting sustainability while ensuring that the difference in the industry is still clearly expressed.
Key elements of identity include a logo inspired by a clean, happy mouth. It is complemented by a friendly and playful mascot named Charlie, which was designed by the South Korean illustrator Daye Kim and is supposed to give the brand a strong, open-minded personality.
"Given the inherent brand message and mission to change the behavior of chewing gum, it was important that the brand not appear militant or patronizing," said Thomas Humeau, design director at Mother Design. "Nuud addresses a serious problem but doesn't want to appear too worthy. Inspired by other food categories that often use a mascot, we introduced Charlie to help the brand communicate their passion and keep users informed with ease . "
The logo and mascot, which also exist as animations, are intended to be used in advertising, social media and on merchandise. The colors used by Nuud include blue and green – already known in the rubber category – but the palette also includes a neutral gray as a platform for more campaigns or informational communication.
"The visual identity perfectly expresses the brand's personality and message – it helped make the product universally appealing and accessible," says Carnie. "The best thing is that it makes our product stand out. We have just agreed a 200-store listing with Waitrose that would not have been possible without Mother Design's branding."
Motherdesign.com; broodylondon.com