Chu's Chew

A playful packaging that encourages the you to collect and uncover all the hidden expressions waiting to be mixed, matched, and chosen by you!

Inspiration

My inspiration for the interactive gum packaging came from a childhood favorite, Fashion Plates. Choosing from a large variety of indented plates that contained drawings of various fashion items – dresses, tops, pants, you name it – you could choose the combination that suited your discerning tastes and assemble them into a base. After placing a piece of paper over the base, you glided a black crayon over it, which would create an image of your fashion statement. Then, by turning the plate over and selecting from a number of textures, you could take your trusty set of colored pencils out and begin adding a splash of color to your designs.

Packaging

The container is similar in size to current gum packaging but Chu’s Chew has a peek-a-boo window to give the consumer a clear view of their favorite face combination.

Branding & Identity

The use of a clever slogan emphasizes the playfulness of the product. It toys with the similarity in English pronunciation of the words: chew, choose, and the product’s namesake Chu.