Truly Natural Gum
T a b l e
O f
C o n t e n t s
4 Intro
22 Competitor
6 Name
24 Case Studies
8 Digital Development
30 Packaging Drafts
10 Final Logo
31 Inspiration
12 Typography
32 Save the Bees
15 Color Palette
34 Package Reuse
16 Business System
36 Final Packaging
18 Marketing
38 Design Analysis
20 Creative Brief
41 Summary
Intro
Chew Nature is a natural chewing gum brand aimed at
providing the public with an affordable, greener chewing
experience. While big brands like Wrigleys and Trident
are slowly realizing the trend towards sustainability,
there is a need to change the iconic gum companies.
Chew Nature provides a fresh start to this niche
industry while promoting sustainability through use
of biodegradable and compostable materials leaving
the user with an enjoyable, seemless experience.
The Name
The name Chew Nature was drawn
to Fresh because of its simplicity and
many graphic options. Chew Nature,
is an appropriate fit due to its double
entendre, True Nature, indicating that
the gum is natural. The premise for
the product and packaging is based
on natural and sustainable principles,
giving the name all the more credibility.
Digital
Development
I went with the logo ideas that had the smoothest lines. The
circular shapes of the words Chew and Nature resemble an infinity
sign, tying to the brands goals of achieving a closed-loop system.
The logo is also set out to look playful and young to give it a fresh
presence amidst all the old, established chewing gum companies.
I made many similiar looking drafts in search for the right balance
between the letters while keeping the shape of the two ovals.
I wanted to incorporate a color to establish the companys true
colors. This establishes Chew Natures general color scheme in its
design graphic elements.
F i n a l
L o g o
I made many versions of the same idea but subtly changed
the spacing and lettering sizes each time to find the perfect
fit. I had trouble getting the C to stand out next to the
Hew, but finally found a good balance.
10
I wanted to have a second logo to use for more specific
marketing ventures. This logo would be used for t-shirts,
hats, occasional commercials, and specialty items.
11
4 in
1.5 in
Typography
6 pt thickness
The logo and type will be provided, so the
main thing to watch out for is the change in
line thickness when changing sizes. Nature
has a thinner line thickness than the rest of the
letters and lines.
4 pt thickness
6 in
2 in
Here are three different logo sizes. The line
thickness changes proportionally each time.
As the logo gets more and more enlarged, the
difference between the two line thicknesses
increases.
8 pt thickness
5 pt thickness
9 in
3 in
10 pt thickness
12
6 pt thickness
The top curve of the h aligns
with the top of the e and the
top left of the w. the top right
of the w, which is longer than
its left aligns with the hs serif.
The Nature simply follows the
curve of the infinity sign. The
es bottom curve is attached to
the curve.
As a rule of thumb, when at 6 x
2 inches, the areas in red should
be .15 inches apart. When enlarging and shrinking the logo,
the proportions will change on
its own accordingly.
= .15 in
13
Typography
(2nd logo)
6 in
2 in
The letterforms used for this specialized logo
are more exagerated and more playful. Each
letter is curved or tilted in a way to create
the infinity sign shape. Nature is made up
of bright colors to add to the playfullness of
the logo as well as insinuate the diversity that
nature offers.
= .15 in
14
Color Palette
#231f20
C:26 M:0 Y:99 K:0
R:35 G:31 B:32
#c9da2c
C:26 M:0 Y:99 K:0
R:200 G:218 B:47
#ffffff
C:0 M:0 Y:0 K:0
R255 G255 B:255
#c7d92b
C:79 M:17 Y:100 K:3
R:57 G:151 B:70 C:79
I wanted my color palette to reflect what
the chewing gum is made of, from the
sap of trees. I went for more earthy
tones, but I also went with black and
white for a clean and simple finish.
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Business System
Letterhead
3 in
.5 in
2.5 in
[Link]
315 J St
Davis, CA 95616
Dear Valued Customer ,
Lorem Ipsum is simply dum my text of the printing and
typese tting indust ry. Lorem Ipsum has been the indust ry 's
standard dum my text ever since the 1500s, when an unkn own
printer took a galle y of t ype and scrambled it to mak e a t ype
specimen book. It has su rv ived not only fi ve cen turies,
but also the leap into electronic t ypeset ting , remaining
essentially unc hanged. It w as popularised in the 1 960s with the
release of L etraset sheets con taining Lorem Ipsum passages,
and more recently with desktop publishing so
ftware li ke Aldus
PageMak er including versions of L orem Ipsum .
It is a long established fact that a reader will be distracted by the
readable content o f a page w hen l ooking a t its layout. The point
of using L orem I psum i s that i t has a m ore-or-less normal
distribution of l etters, as opposed t o using ' Content here,
content here', making i t look l ike readable English. M any
desktop publishing p ackages and w eb page editors n ow use
Lorem Ipsum as their default model text, and a sear ch for 'lorem
ipsum' will unc over many web sites still in their infancy. Various
versions h ave evolved over t he y ears, sometimes b y accident,
sometimes o n purpose ( injected humour and t he l ike).
but also the leap into electronic t ypeset ting , remaining
essentially unc hanged. It w as popularised in the 1 960s with the
release of L etraset sheets con taining Lorem Ipsum passages,
and more recently with desktop publishing so
ftware li ke Aldus
PageMak er including versions of L orem Ipsum .
Best R egards ,
Kenji Blouin-It o
(858) 900000
kenjiblouinito@[Link]
.75 in
8.5 in
16
11 in
ChewNatures business system provides
for clear communication while staying
true to its brands identity. The letterorm
uses a light green color scheme with a
slight opaqueness to create a welcoming
tone.
The envelope uses a small seal to
showcase the company logo. The same
color is used for the inside
for consistency.
The business card uses a classic
horizontal format clearly showcasing
ChewNatures logo and website.
2 in
Envelope
Business Card
3.5 in
N
Chew ature
315 J St
s, CA 9561
Davi
6
2 in
Chew Nature
315 J St
Davis, CA 95616
Kenji Blouin-Ito
(858) 900000
kenjiblouinito@[Link]
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Marketing
ChewNatures website will discuss its origins and give facts about gum that people dont usually even
consider. The site will also explain how ChewNature manufactures its product and packaging. The option to
reuse the bamboo packaging to build bee houses can also prompt a public feed where people can post their
different approaches. Sustainability is highly present in all aspects of the brands product so a section going
into more depth about statistics and research on environmental issues such as bee population, bamboo as a
renewable energy and material source, and climate change.
Home
Home
About Us
The Process
Sustainability
About
The Process
Sustainability
A Truly Natural Gum!
A Truly Natural Gum!
Contrary to popular belief, Lorem Ipsum is not
simply random text. It has roots in a piece of
classical Latin literature from 45 BC, making it
over 2000 years old. Richard McClintock, a
Latin professor at Hampden-Sydney College in
Virginia, looked up one of the more obscure
Latin words, consectetur, from a Lorem Ipsum
passage, and going through the cites of the
Contrary to popular belief,
Lorem Ipsum is not simply
random text. It has roots in a
piece of classical Latin
18
Contrary to popular belief,
Lorem Ipsum is not simply
random text. It has roots in a
piece of classical Latin
literature from 45 BC, making
it over 2000 years old.
Richard McClintock, a Latin
professor at Hampden-Syd-
[Link]
ChewNatures signature clothing item will be a vintage green. long sleeve shirt with the
specialized logo. The website is included on the lower back of the t-shirt to make it less
promotial and more like a regular t-shirt that people would casually wear. The ad has an
inviting feeling to it and includes three short descriptions in search to spark curiosity.
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Creative Brief
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NEED
OBJECTIVE
STRATEGY
Easy to use and convenient
sustainable gum packaging.
Holds more gum than other
packages while remaining
small enough to put in pocket
without discomfort. Packaging
and branding will try to speak
to a younger crowd to make
more attainable and help give
sustainability a fun/innovative
yet responsible image. Also
makes spitting chewed gum
less environmentally harmful
since this gum is natural and
biodegradable. Makes people
think twice about their actions
while also enabling them to go
about their normal behavior.
Our goal is to create a packaging
that is different from any other
gum packaging. The package will
use sustainable principles and
give back to the environment. By
creating a natural chewing gum
that promotes sustainability, the
end goal will be to transform
ChewNature into an iconic
chewing gum company, like
Wrigleys for example. Instead of
focusing on mass consumerism,
however, ChewNature is more
interested in being green and
helping create a new market
for sustainable products and
packaging.
The project will end with a
sustainably effective packaging
that has background information
to prove it. A prototype will
be made, which will closely
resemble the imagined end
product. The packaging will use
bamboo as its main component
thus making the packaging
biodegrable. The bamboo can
also be reused as a great nest
for bees to lay their eggs After
accumulating 6 ChewNature gum
packs, the user will be advised
to tie the bamboo packages in
a bundle and place it in their
garden.
The packaging will have a brief
description of this on the back
with a picture to show how
it would look like. Logos and
marketing ventures will be
thought of with with hip t-shirts
to appeal to a younger crowd.
Additionally, a business system
will be provided. The packaging
will measure 5 inches long and
.6 inches wide with a .45 inch
opening. It will contain 8 pieces
of circular gum pieces.
BACKGROUND
The market is led by gum
companies that use aspartame
and artificial flavors. Some gum
like Simply Gum and Glee Gum
are taking the step towards natural
gum, but they seem to be more
online based, as I havent seen
them in stores. People are used
to the taste and consistency of
regular gum and may be reluctant
to switching over to something
more natural. ChewNature is set
out to be like Simply Gum and Glee
Gum, but comes in a packaging
that is more function based (while
remaining sustainable) and more
iconic (logo/branding).
The gum will be made of mostly
honeycomb for its chewy
consistency and local availability
(as opposed to the chicle tree
found in South Amrerica). Flavor
will come from natural extracts of
peppermint, pineapple mint, and
spearmint. The honey will provide
for healthy nutrients and vitamins.
The piece of gum will consist of
honeycomb and flavor extract for
the fresh taste people usually
want from chewing gum. The
honeycomb will then be rolled into
a ball and frozen until hardened
enough for storage.
AUDIENCE
MESSAGE
ChewNatures primary audience
will be between 20-30, a young
working class more specifically
located in larger cities in
America and who make around
40-60k a year. ChewNatures
mission and sustainable, beefriendly packaging fall in line
with the new urban farming
trend, which is happening
around the U.S.. Eventually
ChewNature would expand to
Asia where bamboo is native.
One ChewNature package
would ideally cost no more than
$3 to begin with.
Ultimately the message will be
to convince people to respect
natures cycles and help each
other fix our environment. True
nature is masked as Chew
Nature , which insinuates
something natural, thus one
short, clear message would be,
ChewNature, a truly natural
gum.
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Competitors
Glee Gum and Simply Gum are the main
competitors to ChewNature because they
use mainly natural ingredients and market
this as their main selling point. ChewNature
will offer a completely natural gum made
from honeycombs and have a unique
packaging veered to make users more
environmentally conscious. The packaging
also offers an interactive aspect where the
user is able to reuse it as a bee nest to
put in his/her garden. The concepts behind
ChewNature tie together in a way that
creates more of a story than these brands,
which will assumably be a desirable feature
from the customers point of view.
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Other companies like Eclipse (owned by Wrigleys) are also
competitors. Eclipse, along with most other chewing gums,
contain artificial chemicals such as Apartame, Acesulfame K,
Titanium dioxide, chemicals that are proven to be harmful and
even cancerous to the human body. What ChewNature offers
that gums like Eclipse do not is an organic chewing gum that
not only provides for a pleasant, fresh chewing experience,
but also a healthy one that provides essential nutrients and
vitamins. When chewing gums that have no nutrients, stomach
enzymes are activated and wasted on basically nothing, which
may cause digestive problems to certain people. Statiscal
reasearch shows that the world consumes 100,000 tons of gum
a year, most of it ending up in landfills and will never be able
to biodegrade. ChewNature gum is 100% biodegrable and can
even be made into candles or shoe wax, or composted.
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Packaging Ideas
My initial thought for the package was that
it should be small and convenient to put
in someones pocket. I also considered a
sliding mechanism for the opening.I started
envisioning a circular tube shape for the
encasing. I eventually began playing with
the idea of using bamboo as a simple and
sustainbable solution.
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Inspiration:
Bamboo Packaging
Bamboo is an ideal packaging material due
to its strength, shape, and sustainable
qualities. It is highly fibrous and contains
high levels of silica making it immune to
termites. Bamboos dense fiber allow it to
bend without snapping. Another convenient
factor is that bamboo is hollow. The large
empty space on the inside allows for
safe and strong methods of transporting
materials such as gum.
Bamboo is categorized as the fastest
growing plant on the planet; some species
grow over 4 feet in a day (it holds the
Guinness World Record for the worlds
fastest growing plant). It can also be
continuously harvested every 3 years
without causing damage to its plant system
and surrounding environment. Bamboos
thick root system also helps prevent erosion
and keeps nutrients from getting dumped
in lakes and rivers. Growing bamboo is
relatively easy and quick, and absorbs CO2
from the air and soil in the process.
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Saving the Bees
80% of flowering plants depend on insect
pollination to reproduce. Bees are the most
effective pollinators and are accountable
for a third of all our food, giving them
an economic value of about 265 billion
Euros annually. Bees are in great decline
due to climate change and large-scale
pesticide use. Though these two incidents
are problems to humans, they pose a
greater threat to the bee population. Since
2006, the commercial bee population has
declined by 40% in the US alone. Industrial
agricultural systems use large amounts
of pesticides and practice large-scale
monoculture thus decreasing biodiversity
and killing off bees. Climate change is
accounting for more extreme changes in
temperature, and as a result is disrupting
bee behavior and preventing successful
reproduction.
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Reusing Bamboo Packaging:
Bee Nest
Bees are essential to the stability of the
Earths ecosystem. They have been in clear
decline throughout these past decades
and are gaining more attention as research
and occurings have shown the obvious
decrease in bee population.
ChewNatures bamboo packaging will serve
as perfect little nesting grounds for bees
to lay their eggs in, thus promoting bees
and spreading awareness about the issue.
Each ChewNature packaging will be made
of hollow 5 inch bamboo sticks. Once users
accumulate about 6 sticks, they will be
able to tie them in a bundle or place in a jar.
The bee house should be positioned in
full sun, facing south east or south (bees
need sun to warm up in the mornings), at
least a metre off the ground, and mustnt
be behind anything blocking its small
entrances.
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Users can get creative with how they reuse the ChewNature bamboo sticks for bee nests.
This creates yet another aspect to the packaging that can be considered for more marketing
ventures as well as potential collaborations with artists.
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Final Packaging
The whole core of the packaging is a piece of bamboo that is 5 inches
long by .65 inches wide. A cork is used as the lid of the case, providing
for a good sealage for transportation and storage. A piece of hemp wick
is inserted in the cork to provide for grip if the cork gets stuck inside. The
hemp string is stuck to the bamboo stick with a small green sticker as a
indicator that the package hasnt been opened. The ink used for the label is
water based and the paper is recycled. A small piece of recycled cardboard
is used at the base and glued with waterborne adhesives.
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Design Analysis
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PREFACE
PROBLEM STATEMENT
ChewNature is a branding and packaging
design project aimed to reform the chewing
gum industry through a green lens. Its
design principles combine sustainability,
play, and simplicity in a unique way that
hasnt yet been seen in the gum industry.
I was the designer for this project and
focused on bringing forward the market for
environmental products and packaging.
The problem is that the majority of massproduced gum packaging uses a lot of
plastic and aluminum for such a small
product. Most gum companies seen in
the market do not address sustainable or
organic alternatives in their products and
packaging (Wrigleys is leading gum brand).
ChewNature offers a healthier and greener
switch to a routine that most people take
for granted. The gum ChewNature produces
is all natural made of honeycomb and
different mint extracts and is hardened
through a freezing process. Honeycomb
is extremely chewy making it a perfect
organic substitute to synthetic chemicals.
Its package is completely biodegradable
and can be made into a bee nest. Statistics
prove that most gum on the market is
harmful to the environment and human
health, problems ChewNature is led to
solve.
OBJECTIVES
ChewNature will benefit from new trends
towards sustainability and concerns in
the environment and health. ChewNature
promotes green ideals in an attainable way
while incorporating interactive elements
in the process. This not only presents
a change to the gum industry, but also
to the routine of chewing gum. Through
the experience that ChewNature offers
its customers and environmental trends,
people will eventually put their chewing
habits into perspective. Permaculture and
sustainability are relatively new topics
that are bound to become incorporated
into popular society. ChewNature believes
in this progressive way of thinking and
is starting with the gum industry. By
producing its own bamboo for packaging
and using honeycomb as a main ingredient,
ChewNature will have options in creating
more than just chewing gum, but also
energy, paper, and honey.
METHODOLOGY
In order to gain the publics attention,
design principles will be used in a way
that is engaging and up-to-date. The use
of a second logo for special promotional
items such as the long sleeve tee offers
diversity within the company and room for
miscellaneous ventures in areas such as
art, sports, and fashion. The tee is aimed
specifically to a more youthful audience
ranging from 14-35. ChewNatures website
is geared to further explain the packages
function after use. This is explained on
the label of the package, but the website
solidifies this concept by explaining the
importance of bees and how they are in
rapid decline. It also offers a place for users
to share their ideas and give insight on
reuse of the package. Given that we live
in the age of the Internet, the website will
be kept clean, updated, and interactive to
keep the user captivated and informed.
EVALUATION
The ad is meant to be read as inviting
and optimistic, and attract attention
using key descriptive words such
as biodegradable, organic, bee
friendly, fresh taste. This will target
a much larger audience. ChewNature
will hire coders to create the website,
which should take no more than
a month. Ads and shirts will be
printed with water-based ink through
environmentally conscious design
and printing firms, and should take
one to two months. As for the actual
product and packaging, it will take
about a year to be able to start selling
to stores. For this, factory and field
workers will need to be hired as well
as biologists and a marketing team.
ChewNature will measure its
successes through statistical
analysis and user feedback surveys
conducted by statisticians and
sociologists. Criteria for success will
be determined over a 3-year span
whereas a clear, steady increase in
sales is evident. If the company has
not made enough money to expand
within this time frame then it will
conclude its activity. The surveys
will ask how each user found the
product and how he/she experienced
the product as a whole. This will
also determine the success of
ChewNatures marketing tactics and
introduction to the market. Age will
also be surveyed in search for a more
specific age group to pin point.
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SUMMARY
The results of this project were informative
and inspiring. The simplicity and sustainable
principles behind the concepts ChewNature
chooses as the core of its product and
packaging proves how much room there is for
reform in almost any industry. The brands image
falls in line with its goals and the current time
frame where newer generations are stepping
up to the challenges that past generations have
left behind. This is why ChewNatures targeted
and expected audience is said to be between
20s and 30s. After brand loyalty has been
established, ChewNature will reuse its leftover
resources to further its mission as a zero waste
company. ChewNature will also branch out
from its consumer industry to more cultural
areas such as art and sports, creating a diverse
presence to the brands image and potential.
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