April 13, 2021
4:24 pm
Mother Design has created the protest sign-inspired identity for sustainable and plastic-free chewing gum Nuud.
The work has been done in collaboration with Mother’s entrepreneurial incubator Broody and includes packaging for the gum as well as a gender-neutral mascot called Charlie.
Nuud hopes to shift behaviour in the world of chewing gum, according to its founder Keir Carnie. “Most people don’t know that regular chewing gum is made of single-use plastic and isn’t compostable,” Carnie says. UK councils spend around £60 million cleaning up gum from the streets, he adds.
Nuud is made from harvested tree sap and decomposes as quickly as banana skin, according to Carnie. “We want to bring this biodegradable choice to a mass audience.”