Chewing gum Research portion

Chewing gum Research portion - student project

Research Methodology:

Secondary Research on the category

Survey (only 10 respondants - wish this was a bigger number and from a larger demographic)

Interviews ( From 25+ age group)


  • Gum is not only utilised for fresh breath and oral health, it is often used to aid concentration. 
  • New flavours and packaging is often chosen above what is known.
  • Often used to replace or deter the consumer from unhealthy snacks
  • Mint flavoured gum and mints are often interchangeable.
  • Gum is an item that is often shared and used by friends.

Work sheet - Laying the groundwork week 2

1. In one year, what do you want your brand to be known for?

To have launched a new gum with a new range of flavours not seen before in gum.

Foodies love to share their new findings with their close group of friends and family. -> and Gum is an item often shared after drinks or food.

2. The people who love your brand most care about:

The psychographic: love friends and family, they love to share and experiment with new food at dinner parties or go out to eat.

Travel, and try new foods or cuisines.
They have stressful moments throughout their week and sometimes this can lead to over eating or snacking on the wrong thing. But overall they try to be healthy and cook their own food.

They will try to eat organic, but often cave when the cost is too much.

3. Your brand is NOT:

My brand is NOT : Boring, stagnant, old, repetitive, bland, the usual or expected.

It is NOT a perfectly shaped cookie, or an exquisite shiny gauche on a cupcake.
It is the trial and error process of finding out what you like, and discovering what works and what doesn’t, like discovering the unlikely combination of cheese and caramel popcorn.

4. Above all else, your brand stands for:

 Unveiling the unknown.

These flavors are not the usual or expected, no mint, cinnamon, apple etc. they are exciting and undiscovered.  

Worksheet week 3: 

Objective (what is the goal of this branding project):

To launch a new gum for the ‘Almost foodie’. A new flavour range from across the world where they can indulge their pallets in flavours not seen before in gum.

(This section was tough - i thought it very similar to the 'in one year' section) 

Target (who is the brand trying to reach - demographic and mindset):

‘Almost foodie’
They instagram their delicious dinner/cocktail, and tag all their friends.

They know how to pronounce Gruyere but isn’t sure what to do with it.
They will try the duck liver pâté, and wash it down with cola.
They like to try new restaurants, but still love to spend a night with ice cream and a bad movie.
They want to choose healthy options, but justify sweet potato fries as ‘high in vitamin a’.
They pick wine based on price and the label.

They will make themselves a healthy salad, but add lots of Ranch dressing.


There palate isn’t quite there yet, but they try new things and want to have a good time with food and friends.

 (I chose to concentrate on mainly psycographics, as i didn't really have the data to analyse the demographic)

Insight (what deep consumer need is the brand trying to solve):

Its hard to be healthy and expand your tastes. Gum is usually so ordinary.

Key Idea (the core purpose of the brand - should be pithy & inspirational):
Gum isn’t predictable anymore.
an exciting new flavours, but only bite sized.

Start small on new things.

Supporting Facts About the Brand:


Extraordinary flavours from around the world that no other brand has


Vitamins and minerals in the gum


They don’t have a mint flavour

3-Word Personality (the brand’s tone):




Create a collage of imagery that represents the personality and “mood” of the brand. Try to avoid literal images, and instead focus on colors, textures, and feelings. This collage should start to build the “world” of your brand, and will serve as guidance when you move into design.

(This was my first brand visualisation board, i hope it isn't too abstract.)