GLUTTONY GUMBALLS

A piece of gum is ubiquitous and instantly recognizable. This design challenge was to rebrand a gum product based on one of the Seven Deadly Sins. Though we could choose the type of gum and the art direction of the project, the name of the product had to be the name of the Sin.  

project scope + details

Project Type: DES200 @ University of Alberta, Fine Arts & Design Minor
Skills & Learning Objectives: Typeface design, branding, packaging re-design
Additional Skills Involved: Digital illustration, product photography & editing
Programs Utilized: Adobe Photoshop CS6

Summary of execution

Instead of highlighting the negativity usually associated with word (darkness, immorality, etc), the focus shifted to capturing the joy of muchness. It was therefore decided that temptation should not be expressed as a dark seduction to be avoided, but as a happy, friendly entity that was supportive of indulgence.  

As such, multiple slab-serif typefaces were considered. Ultimately Clarendon was used as the base design for the Gluttony logo. While Clarendon itself was friendly and hefty enough in appearance, it was altered to become more bottom-heavy, in order to express the aspect of excess. 

Instead of a typical flat, square package, the Gluttony logo needed a package that would match the aesthetics of the brand. Thus, a clear, plastic bucket-style jar was selected, with robustly rounded edges and an immense capacity for buying in bulk. In line with the theme of excess, gumballs of all sizes, colors and flavours were sourced.