Zuum

NPD packaging design and core range optimisation for future growth

Zuum is a category creator - bringing caffeinated gum to the market at scale and changing behaviour around how people get their energy.

The Zuum team pack as much energy as their gums, full of passion and drive to build something big. They came to us to optimise their core range and expand their portfolio with a premium performance line.

Sold nationally throughout chemists and convenience stores around Australia, Zuum had a solid audience online but needed to convert fast at shelf.

For the core range, we developed a new name system, claims and colours to help land the ‘what’ and the ‘why’ in a three-second glance.

And for NPD, we created a new design system from the ground up to help differentiate the extra-strength range.

SERVICES

Shelf impact testing

Packaging design refresh

NPD packaging design

Category insights and research

Clean caffeine in an instant

Our core range update focused on optimisation at speed. Someone standing in the aisle at checkout of Chemist Warehouse needs to instantly know why Zuum is different from regular chewing gum.

Through our own consumer research methods, we found an opportunity to own the words ‘clean caffeine’. Paired with a bold orange flash of ‘Fast energy. No crash’. The redesign increased at-a-glance comprehension by 15%, helping shoppers quickly understand what the product is and why they should choose it.

We built from this core range architecture to develop the design for the new Sport+ range. Featuring a deep blue flood colour to quickly cue efficacy and advanced claims, the Sport+ range punches through with double caffeine for a double boost.

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A word from Eamon, Co-founder of Zuum

“Shoutout to Brent and the team at Mind Control for bringing the design to life, best in the business for all things FMCG.”

Zuum

NPD packaging design and core range optimisation for future growth

Clean caffeine in an instant

A word from Eamon, Co-founder of Zuum

OUR WORK