GUM
Skills
Branding Concepts
Brand Identity
Packaging
Year
Spring 2020
Breath, the new product line under Gum, provides an intimate Oral Care experience that embraces your daily routines.
Challenge
Current GUM oral care packagings are too medical and serious to the consumers. When looking at redundant information on the graphics, users relate more of chemistry but health aspects of the product, feeling that they are less welcomed.
Branding Concepts
After cold winter night, spring is a breath of fresh air. It adds new life and new beauty to all . Inspired by the rebirth of spring, GUM provides you with a refreshing look everyday with its new product line “Breath”. Breath has high quality solutions for all of your oral care needs from daily routine to advanced gum care needs and much more.
Key Attributes
Embracing
Pure
Dedicate
Healing
Thoughtful
Intimate
Form Developments
All forms were first designed in sketches and modeled in SolidWorks. The physical models were 3D printed, then sanding, painting and composing by hands.
Logo Concept
The bolded and condensed logotype balance out the lightweight clear bottle, settle everything up in the air down to the ground. The curvature on letter "n" borrows the curve on the MYST spray form, creating the uplifting feeling as well in the heavy logo.
Product Line
Application Tools
Application Process
Wayfinding System
Scoop out the shimmer.
Using the spatula end to apply shimmer on skin, and smooth it out with the brush tip.
Put the disposable applicator on top of the mitt, and spray onto the applicator.
Apply smoothly, and remove the applicator once finished whereas the mitt still stays clean.
Posters
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