⭑ AGDA 2023 Student Packaging Merit

YUMGUM is a gum brand created for a university project that takes sustainable packaging and makes it fun and engaging. YUMGUM, whilst available to all, is targeted towards younger audiences as a result of its bright and colourful nature. Current packaging for sugar free and plant based gums are quite mundane, hence YUMGUM wants to add excitement back into the chewy goodness.

The rhyming slogans, typeface, colours, patterns and knife line were all considered to contribute to the entertainment value of the packaging. The maximalist aesthetic works alongside the sustainability aspect with the stock for each box being GF Smith’s Extract paper, which is made from recycled disposable coffee cups. YUMGUM showcases how eco-friendly and bold can operate together.