Nuud: Nuud rebrand

Nuud, the chewing gum brand, boosted its sales by educating the public on the problem with mainstream gum brands in the UK.

Executive Summary

Nuud is a plant-based, plastic free chewing gum that biodegrades like a banana skin. It's sugar free, vegan and tastes great. In an otherwise polluting category, all of these things make for a revolutionary new chewing gum.

Problem is, no one knows 'normal' gum has a problem, let alone Nuud is the solution to it.

So this is a story of how a rebrand is helping to deposition the 'big' guys in the category; using design, across packaging and broader brand world, to raise awareness amongst retailers and customers of both the problem (plastic in chewing gum) and...

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