Branding
Friday April 16, 2021 By David Quintanilla
Your Favorite Chewing Gum Is Likely Full Of Plastic; Nuud Wants To Be Your New Plastic-Free Brand | Dieline


Plastic is tough to keep away from in our day by day lives. Even if you happen to’re the sort of eco-conscious citizen that would not be caught lifeless with out your S’effectively bottle and one way or the other remembers to deliver reusable baggage with you to the grocery retailer, chances are high, you’ve been chewing on plastic all this time with out even realizing it.

That piece of gum you’ve been gnawing in any respect morning? Yeah, that’s single-use plastic.

Many manufacturers record gum base as certainly one of their elements—it is mainly what retains your gum long-lasting and non-biodegradable. By labeling it as gum base, chewing gum manufacturers can get round disclosing lots of the plastics you’ll discover hidden inside, like polyethylene, polyvinyl acetate, butadiene-styrene rubber, petroleum wax, and a whole lot of other hard to spell words.

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Launching this previous week within the UK, Nuud is a proudly plastic-free chewing gum model that’s plant-based and sugar-free. Not solely that, but it surely’s vegan and can biodegrade similar to a banana peel.

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“Most individuals don’t know that common chewing gum is made from single-use plastic and isn’t compostable. UK councils spend round £60 million a yr cleansing up gum from our streets. We wish to deal with this and impact an entire scale change in conduct with regards to chewing gum,” stated Keir Carnie, founding father of Nuud, in a press launch. “Our model is designed to encourage this shift in a enjoyable and interesting manner. Created from the sustainably harvested tree sap chicle, Nuud gum decomposes as shortly as a banana pores and skin—we wish to deliver this biodegradable option to a mass viewers.”

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Bringing that environmentally-friendly choice to extra shoppers meant crafting a daring visible id, and Nuud turned to Mother Design for an expressive, pleasant piece of branding.

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Working in collaboration with Carnie and their incubator arm Broody, Mom Design turns up the enjoyable whereas concurrently making a clear and defiant play on the entrance of the packaging with a strapline studying, “chew vegetation, not plastic!” The bundle will get dominated by sort, and the wordmark will get was a playfully crafted smiling mouth. The upstart model additionally included a gender-neutral mascot with Charlie that comes courtesy of South Korean illustrator Daye Kim

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Charlie and the brand additionally get utilized as animations, including a whimsical presence throughout social media, merchandise, and different branding touchpoints. Above all, it makes Nuud approachable and provides it some light-heartedness and frivolity—certain, the mission is to show you off to single-use plastic, however there’s no stern finger-wagging or militantly aggressive messaging right here. Simply clear, minty-fresh enjoyable.

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“Nuud is tackling a severe subject however doesn’t wish to come throughout as too worthy,” stated Thomas Humeau, design director at Mom Design, in the identical press launch. “Impressed by different meals classes that always make use of a mascot, we launched Charlie to assist the model talk its ardour and inform customers with levity.”

So, if you happen to’re trying to kick your plastic chewing behavior, Nuud is now out there. Get to chewing and, sure, biodegrading beneath a desk at a later time.





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