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 flavors, Tropical and Citrus, targeting 18-35 years old women, sassy, modern, playful, energetic, active unconventional, and funny.

Brand values: playful, modern with a touch of retro, feminine, bright, friendly, approachable, casual, bold, energetic, cool, long-lasting.

Brand focus and design objectives: To create a full brand visual identity and packaging design that help the brand stand out among competitors on the market shelves.

Deliverables: brand colours, 4 logo variations, brand patterns, font pairings, packaging design for their two flavours (two types of packaging), social media posts, and stationery.

The entire creative direction is built around the values of Chumble, envisioning a fresh, modern with a touch of retro, playful and sassy brand for sassy women. The brand pattern and illustrations for packaging are 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, being inspired by Chumble flavours. Typography is modern, playful and friendly, the mix of sans serif fonts creating a super inviting atmosphere.

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