The gum industry has a very dirty secret — the vast majority of gum actually contains petrochemicals. Read any gum label today and you’ll see an ingredient called ‘gum base‘, which often contains the same chemicals used to make plastic bottles and car tires. We needed to appeal directly to kids, who generally don’t care about ingredients, and to concerned parents looking for cleaner options.
Starting a Conversation
In addition to creating custom illustrations for each flavor, we established a unique flavor-naming convention. Since Real Good is starting a whole new conversation about gum, each flavor name is a play on a familiar greeting.
“The team at The Butler Bros listens and hears. They bring equal parts of passion, creativity and insight to their brand design work. Collaborating with them was a highlight of my long entrepreneurial career.”
—Edward Bradfield, Founder