Introducing the new branding for CHUMI — a youthful and sleek movement for skincare enthusiasts who want to both look and feel good.
How might we create a new brand strategy and brand identity for CHUMI that resonates with their customers?
CHUMI
Spring 2023
Brand Strategy
Graphic Design
UX Design
In cooperation with: Rebecka Aare, Julia Kaarle, Gregorios Prifti, Angelica Sundström, Saba Sandahl
Graphic Design
UX Design
In cooperation with: Rebecka Aare, Julia Kaarle, Gregorios Prifti, Angelica Sundström, Saba Sandahl
Jawpeer (today CHUMI), a Sweden-based startup was in need of a Brand Identity.
Their main product is the Chewpeer, a silicone chewing bit designed for both making you feel and look good — while chewing it gives you improved focus and a slimmer jawline.
However, our research of Jawpeer and the market revealed a lack of clarity regarding their target demographic and an inconsistent brand strategy. Recognizing potential, we suggested a shift towards the beauty and selfcare sectors.
In collaboration with the founder we employed brand strategy tools like The Golden Circle, Brand Promise and Perception analysis, and The Kapferer Prism, in order to align on value words, a compelling brand promise, and a strategic positioning strategy. This also resulted in a suggestion of changing the name to CHUMI (pronounced ”chew me”).
The brand strategy work paved the way for a sleek, contemporary transformation of CHUMI's identity that resonates effectively with their audience of today.
Their main product is the Chewpeer, a silicone chewing bit designed for both making you feel and look good — while chewing it gives you improved focus and a slimmer jawline.
However, our research of Jawpeer and the market revealed a lack of clarity regarding their target demographic and an inconsistent brand strategy. Recognizing potential, we suggested a shift towards the beauty and selfcare sectors.
In collaboration with the founder we employed brand strategy tools like The Golden Circle, Brand Promise and Perception analysis, and The Kapferer Prism, in order to align on value words, a compelling brand promise, and a strategic positioning strategy. This also resulted in a suggestion of changing the name to CHUMI (pronounced ”chew me”).
The brand strategy work paved the way for a sleek, contemporary transformation of CHUMI's identity that resonates effectively with their audience of today.
