Milliways Super Natural Gum

Derrick Lin


Design: Hawk & Handsaw
Location: United Kingdom
Project Type: Produced
Client: Milliways Foods Ltd
Product Launch Location: United Kingdom
Packaging Contents: Chewing Gum
Packaging Substrate / Materials: Card Box
Printing Process: Litho

How do you design a gum with a story from out of this world, while showcasing it’s natural, plastic-free origins? We were given the imaginative brief to create a piece of brand design for Milliways Super Natural Chewing Gum, a new brand of gum based on the story of the explorer Nu-Choo, who travels through galaxies to find new natural and delicious flavours.

At the heart of the design is an intricate line-work illustration. This brings to life a world of flavour, evoking the mystical story behind the chicle tree gum and its Aztec origins, as well as Nu-Choo’s face, which rotates to reveal her superhero persona.

A striking design and strong visual world pulls Milliways away from it’s competitors, and brings together a new and expressive brand story with a delicious and natural product.

“We set out to redefine the chewing gum category with a design that gets consumers excited again. Hawk & Handsaw brought this to life with their creativity, imagination and ability to balance detail, space and colour, perfectly. They took the time to listen, understand and articulate our vision, which culminated in a project that we’re all extremely proud of.” — Tom Raviv, Founder & Director At Milliways