Positioning, branding and launching a plastic free, plant based chewing gum to rid the world of the plastic gum that sticks to your shoe and outlives you.

If you didn’t already know, regular chewing gum is a single-use plastic! Yep, most gum brands quietly contain plastics hidden under the term 'gum base' within their ingredients. It means their gum pollutes our planet and will outlive you (unless you somehow live to be 500).

Whilst other plant based gums did exist, none of them were calling out regular gum for what it was – so we made Nuud a true challenger brand, getting the world to Chew Plants Not Plastic!

Our work included creating the brand’s core messaging and content, art directing the new identity with Mother Design, working with the illustrator Daye Kim to make Nuud’s mascot, designing Nuud’s subscription based website and mailboxes, and launching the brand across owned media and with key retail partners.

Try Nuud here!

© 2021 Alice Lengereau and Joel Davies