Meet CHUMBLE, a playful and sassy sugar-free chewing gum brand with exploding fun flavours, Citrus and Tropical, that keep up to 3 hours! So mind your own CHUMBLE, as their tagline suggests, and enjoy 3 hours of unserious flavours! Because, unlike any other gum, Chumble keeps its flavour up to 3 hours. Their sassy products are available in two playful flavours, Tropical and Citrus, targeting Millenial and Gen Z sassy women.

Brand objectives: To create an entire brand visual identity system and two different types of packaging design that help the brand stand out among competitors on the market shelves.

Design solution: A playful, fresh, modern with a touch of retro, fun, and sassy creative direction built around the brand values of Chumble, with a focus on illustration, targeting unconventional women.

The creative direction integrates brand patterns and illustrations inspired by Pin-up sassy models, as the style, is perfect for the playful personality of the brand. Brand colours are fun, vibrant, youthful and fresh, inspired by Chumble flavours. Typography is modern, playful and friendly, the mix of sans serif fonts creating a super inviting atmosphere. The brand illustrations were integrated into the two different types of packaging design.

This passion project was created in Procreate (sketches illustrations), Adobe Illustrator, and Adobe Photoshop, and I invite you to watch my entire design process in the video tutorial below, on my YouTube channel!