All work
Brand Identity
Hyperchew
A bubblegum brand that tastes louder than it looks. We built an identity system that stretches, snaps and refuses to sit still on a shelf.
Client
Hyperchew Gum Co.
Year
2026
Services
Creative Direction, Brand Identity, Packaging, Motion
The case study
The brief
Hyperchew came to us with a product people already liked and a brand nobody could remember. The gum was pink, the packet was pink, and so was everything else on the shelf.
What we did
We built an identity around one idea: the logo should behave like the product. A variable wordmark that stretches between 75% and 100% width, a palette that fights itself on purpose, and a packaging grid that lets six flavours shout without becoming noise.
The result
A system a two-person in-house team can run without us. The wordmark has eleven legal states and every one of them is still legible at 8mm on a wrapper.
Selected frames
