Real Good Gum

Branding, Digital, Packaging

Kids love gum. They don’t read labels. We positioned this wild-harvested, petrochemical-free gum to grab attention from kids and respect from parents. 

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

Web & Social

Selling away from the status quo means educating consumers about all the hidden ingredients found in gum today. We created a website that’s heavy on information, but still light, open and whimsical. It’s useful for buyers, parents, or a kid who stumbles across it. We also used the artwork from the website and packaging to create engaging and consumable bites of content for all of Real Good’s social feeds.


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