Art Direction
//
Logo & Identity
//
Packaging Design
//
Copywriting
//
Product Photography
//
Production
//
Art Direction // Logo & Identity // Packaging Design // Copywriting // Product Photography // Production //
Chew Nicotine Gum
CLIENT: Concept Nicotine Gum Brand
The majority of smoking-cessation marketing focuses on scare tactics and the endless negative effects of smoking. Most, if not all smokers already know this information and smoke anyway. So, rather than beat them over the head with the same dangers-of-smoking jargon, Chew is designed as a judgment-free aid that aims to empower smokers by recognizing how difficult quitting can be; that quitting almost never happens on the first try. It focuses on helping make a fresh start and knows that if you really want to quit, you can’t be a quitter.
Initial Logotype Sketches
Refined Logotype Sketches
Final Logotype Design
After a few initial sketches, it became clear that Chew needed a bold, fresh, custom script for their logotype. Playing off of the age-old relationship between chewing tobacco and baseball in the early 20th century, the custom script reminds of a vintage jersey logo.
Initial Package Label Exploration
Refined Package Label
Final Label Design
Drawing inspiration from vintage cigarette packaging, Chew tins’ labels are designed to fit in when sitting among other tobacco products. The chosen greens skirt the line between menthol and minty-fresh. And it doesn’t look like a quit aid when you pull one out of your pocket.
