Plastic is difficult to keep away from in our each day lives. Even should you’re the type of eco-conscious citizen that would not be caught useless with out your S’nicely 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 listing gum base as one in every of their elements—it is principally 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.
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, however it’s vegan and can biodegrade identical to a banana peel.
“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 12 months cleansing up gum from our streets. We need to sort out this and impact a complete scale change in conduct with regards to chewing gum,” mentioned Keir Carnie, founding father of Nuud, in a press launch. “Our model is designed to encourage this shift in a enjoyable and fascinating approach. Constituted of the sustainably harvested tree sap chicle, Nuud gum decomposes as shortly as a banana pores and skin—we need to deliver this biodegradable option to a mass viewers.”
Bringing that environmentally-friendly choice to extra customers meant crafting a daring visible identification, and Nuud turned to Mother Design for an expressive, pleasant piece of branding.
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 crops, not plastic!” The bundle will get dominated by sort, and the wordmark will get became 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.
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.
“Nuud is tackling a severe subject however doesn’t need to come throughout as too worthy,” mentioned 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, should you’re seeking 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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