Gumption

Project Type: Packaging Design, Branding

Gumption a concept for a tea-based soft drinks brand specialising in iced teas, natural energy drinks and kombuchas.

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Gum arabic is one of Sudan’s biggest exports—and a commodity which farmers are often not fairly compensated for. It is the most popular natural emulsifier known globally, due to its diverse application. Gumption's main goal is to get the conversation started about the sourcing of gum arabic for soft drinks and to ensure that farmers are fairly compensated for their work. 

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To encourage interaction and social connection, the packaging is made from recycled paper to allow consumers to doodle on their can. It also includes character illustrations which show the full body when the cans are stacked. This allows for a mix and match to create lots of characters.