Chew wisely
For thousands of years, humans chewed on things created by nature – until the natural was replaced by plastics. Today’s non-biodegradable chewing gum is a major problem to the environment. Chew Folk is a Swedish company that decided to change the game. They founded Sweden’s only chewing gum factory, designed to reinterpret and revitalise chewing gum for the modern age and accelerate the phase-out of chewable plastics.
Kuudes helped Chew Folk clarify their design strategy and develop a verbal and visual identity, full of attitude, catering for their new position in the market. With the help of Kuudes’ Informed Consumer study, we brought them valuable insights on what is important to communicate in order to appeal to different target groups. The communication concept balances between witty slogans, hard facts, and benefit-driven claims. We designed a jovial identity that is a manifestation of the imaginative chew factory, communicating their joyful spirit. The logo and typography have drawn inspiration from 1960s classic rock posters and hippie visual culture with a contemporary twist. Look closely, and you’ll find a hidden tooth in the wordmark. Oh, so fresh!
