Gum..what?
We wondered the same thing.
After a pitch from the founder, we learned that Gumpearl started as a more sustainable alternative to traditional toothpaste, made without unnecessary fillers. The problem? In a category where most people simply buy the toothpaste they’ve always bought, that story hadn’t quite managed to cut through.
Now, Gumpearl was about to launch something new: mouthwash in tablet form. And with it came a chance to rethink not just the product launch, but the brand and the way it communicated altogether.
For us, a group of graduating creatives, that sounded like a pretty good opportunity.
<--- The old design
So as our final graduation project, we developed a communication strategy and launch campaign for Gumpearl’s mouthwash tablets — with the ambition to make Gumpearl the obvious choice for fresh breath on the go.
We started from a simple insight: people may not care deeply about oral hygiene as a category, but everyone cares about having good breath when it matters. So instead of speaking like traditional dental care, we shifted the communication into a more emotional, relevant and lifestyle-driven space.
Our solution was “Pusta ut”, a concept built around the small but important moments before something happens — before a date, a meeting, a close conversation or after that second coffee. Through strategy, concept development, PR, OOH, social, activations and a refreshed packaging design, we positioned Gumpearl in the moments where fresh breath makes people feel a little more ready.
The new design --->
My role in the project was Art Director, with a focus on shaping the visual identity of the concept from idea to final execution. As the only creative in the group, I led the development of the campaign’s visual direction, including a new graphic profile, image style, concept expression, copy and key campaign assets.
I also designed a new packaging concept for Gumpearl, developed in original scale and prepared for print, to show how the brand could move from a functional oral care product into a more lifestyle-driven space. The result was a cohesive visual world designed to make Gumpearl feel fresh, modern and easy to bring into everyday moments.
The visual identity was refined to give Gumpearl a more modern and desirable expression.
Brighter colours, clearer typography and a more confident packaging helped turn a functional oral care product into a brand with stronger presence and personality.
