Mother Design’s identity for chewing gum Nuud positioned the brand as the plant-based, plastic-free alternative to its big-name competitors. Originally launched in 2020, in 2021 founder Keir Carnie asked Mother to overhaul Nuud’s branding and help it stand out for retailers and consumers – no small challenge in a market heavily dominated by one other brand.

Mother approached Nuud’s packaging “like a billboard”, using bold, attention-grabbing type and the tagline ‘Chew Plants Not Plastic!’ to set it apart from the alternative. Instead of using hackneyed imagery of mint leaves, the studio leaned into a green and blue colour palette to communicate freshness.

Gender-neutral mascot Charlie completes the branding, springing across outdoor ads and lounging on point-of-sale packaging. Mother describes the overall effect as “both distinctive and disruptive”, with the hope it could persuade people to embrace a biodegradable alternative to regular chewing gum – which, according to the brand, is classified as single-use plastic.

After its 2021 relaunch, Nuud saw a 900% increase in sales – with purchases from 2022 equivalent to saving over three million single-use plastic straws from polluting the planet – and expanded its distribution from 100 retailers to over 2,500.

Credits:
Nuud: Chew Plants, Not Plastic
Category: Brand Identity, Rebrand
Entrant: Mother Design
Design Studio: Mother Design
Strategic Partner: Broody
Creative, Design & Art Direction: Mother Design
Illustrator: Daye Kim
Client: Nudd
CEO & Founder: Keir Carnie