CAPSTONE
Introduction
People chew gum all of the time, but it’s not just to keep one’s breath fresh. Some people chew gum in the morning to help them stay awake, other people chew gum to help them focus on tasks, and not only that, but chewing gum is also known to reduce stress. First Energy is a company that had originally created a caffeinated-infused gum for people who work out, but after seeing its product being used outside of the gym they realized that their gum could reach a wider audience. Also, after reviewing their own packaging and brand, they noticed that their design was outdated. First Energy wants to rebrand their gum to not only fit the market of popular gum, but also differentiate itself from competitors by using characters in their designs to represent the brand.
GOMIGUM stands for go and me, but when the words are placed together it reads gome or home, so to combat this the company replaced the e with an i. It also subtly eludes to the word gummy, which targets a younger audience with its association with candy.
“As consumers worldwide are increasingly becoming health- and calorie-conscious, there is an inclination toward the consumption of chewing gum that is manufactured using all-natural ingredients. According to a 2021 report about gum consumption and popularity, despite children and teenagers being the primary target audience, chewing gum manufacturing companies cater to the adult working population as well. Further, the report states that consumers today are more inclined toward mouth fresheners over chewing gum, and this shift in preference presents a significant threat to this market.” Since GOMIGUM will target a specific audience, it will be easier to stand out in the market compared to other gum brands.
Research and markets: Global Chewing Gum Market 2015-2019. Business Wire. (2015, November 5). Retrieved April 30, 2023, from https://www.businesswire.com/news/home/20151105005826/en/Research-and-Markets-Global-Chewing-Gum-Market-2015-2019
Research
For rebranding First Energy Gum into GOMIGUM, I first observed the original brand to understand the initial problem with the brand. Afterwords, I looked up other gum brands and observed their packaging, brand voice, target demographic, etc. Observing these brands, helped me understand what path I needed to go towards to help fit into the market successfully.
Process
Project Scope
GOMIGUM Logo
Full Website
Home Page
Shop Page
About Us Page
Ad Campaign Page
Three Social Media Ads
Instagram
Magazine
Packaging
Four Physical Gum Packages
One Point of Purchase Display
Objectives
To independently research, design, and produce a logo, four physical gum packages, one point of purchase display, one microsite that includes: product advertisement, brand information, the ability to purchase gum, and promotes campaign, and an ad campaign, which is three magazine ads and three Instagram ads.
To thoroughly research other gum brands and apply research into the design of each component of the project.
To thoroughly research the target demographic and incorporate information and aesthetic into the design.
To apply previous knowledge of the fundamentals of design and new-found research into branding, illustration, typography, and layout of all components.
To actively self-critique designs throughout the entire process in order to improve the quality of work.
To comprehend and apply critique from peers and instructors whenever necessary.
To rebrand First Energy Gum into GOMIGUM and to develop a new successful brand for the gum.
To produce a cohesive design across all deliverables with great attention to detail.
To successfully present work and research thoroughly as well as explain design choices when asked to articulate.
GOMIGUM is a caffeine-infused gum brand that focuses on providing that extra boost to people who need it. GOMIGUM originates in Landsmeer, Den Ilp 33d, Netherlands. Previously, the company was known as First Energy Gum, but recently decided to rebrand their company in order to appeal to a broader consumer base and to establish a stronger brand. First Energy Gum, now known as GOMIGUM, is being sold in many superstores such as Walmart, Target, Giant, etc.
GOMIGUM is influenced by cartoon and bubbly art that can be seen in the 2010s. The brand uses round typography to emulate a bouncy and friendly feeling to their audience. The illustration style has a cartoon quality and the illustration style is flowing and curvilinear and loose, which matches the style of 2010s cartoons. GOMIGUM’s goal is to revamp this style and add a little bit of sophistication and modernization to elevate the brand.
Deliverables
Target Demographic
“According to Statista, adults between the ages of 18 to 49 years contributed to more than 60% of people who watch Cartoon Network.”
The company’s main target is teenagers and young adults. The age range is 15-27, but specifically, those who are more childlike in the sense of watching/appreciating cartoons and animated films. Also, the company is targeting people who watched cartoon content when they were children or teenagers in the 2010s. The company wants to target a more diverse audience and is willing to release unique flavors in order to stand out.
Nazareth, F. (2021, September 10). The Psychology of Cartoons & the benefits of watching cartoons for adults. AlignThoughts. Retrieved April 30, 2023, from https://alignthoughts.com/psychology-of-cartoons/
Then I researched cartoons created in the 2010s era. I observed what made their designs unique and eye-catching and analyzed how an art style can evoke different feelings depending on how the work is illustrated. Also, during my research, I focused on what voice and tone I wanted to be used for the GOMIGUM brand.
Mood board
The first thing I did for this project was design a mood board. I look towards the varying illustration styles of the 2010s and took note of the mostly curvilinear design that was implemented throughout this era. What I also took note of is the loose and flowing thinner lines that would be used in the design as well as large round focal points. This is what would inspire my character designs.
The logo went through numerous rounds of process, which ultimately resulted in a typographical type. This is to assure that the logo will not distract the viewer when observing the overall design. The type is edited to look extremely round and dense to match the illustrations used in the brand.
The illustrations were heavily based on the 2010s cartoonish art style. With an emphasis on the focal point and curves and scaling, it is reflective of that time period. However, by using more modern fonts and implementing whitespace into the design, the result targets a more mature audience such as young adults rather than just children, while still having a youthful appearance.
Logo Process
Illustration Process
Gum Packaging
The gum packaging consists of the logo, flavor name and illustration, and nutritional information. Each flavor is monochromatic in design, which is consistent in the gum market. There is only the illustration and the white space to ensure legibility in type. Not only that, but this ensures the design does not get busy as the design ties sophistication and modernization with a cartoon style.
Gum Box Packaging
Advertisments
The use of advertisements is to promote the store to a broader range of potential consumers. The advertisements each have a call for action to stop consuming coffee and instead replace it with caffeinated gum. The advertisements use the monochromatic, round, cartoonish illustration style seen throughout the brand. Below are the Instagram and magazine ads.
Website
Lastly, the website was designed to be fully functional. The website includes shopping for gum, a home page, an about us page, and more about our ad campaign. The same illustrative style is used and integrated throughout the website.
