Got Chew Gum Brand Identity + Strategy and Creative Direction

Role: Creative Direction, Brand Identity + Strategy, Communication Strategy and Copywriting, Packaging Design

Got Chew is a self-initiated concept for a sugar-free gum brand built for Gen Z: bold, playful and a little daring, with a voice that doesn't hedge. I wrote the name as a riff on "I got you," and the tagline, "Need entertainment for that mouth of yours?" It leads with the same cheeky, direct tone that runs through all the copy.

I built the identity system around that same energy: bold color work and a checkered block pattern that mirrors the shape of the gum itself, a visual detail that ties the graphic language directly back to the product. I developed the full system, logo, color palette, typography, packaging and advertising, so the brand's voice and visuals reinforce each other at every touchpoint.

Designed in Adobe Photoshop and Illustrator.