Context and challenge
The brief defined a gummy producer serving retail shoppers and wholesale buyers. Shoppers needed warmth, colour and a character they could remember. Buyers needed product families, formats, quality information and a direct route to contact. One brand had to serve both groups without turning the consumer side into a catalogue or the B2B side into decoration.
The project had to show how one idea could travel across a pouch, a bulk carton, a shop display and a screen while keeping the same personality.
Solution
I created the name YumGum and built the identity around a bear that can live inside the wordmark, step out of it and lead the brand in motion. A warm confectionery palette, rounded typography and a flexible illustration system connect four product families across retail and wholesale packaging.
The website turns the identity into a working product world. Animated 3D gummies introduce the range, the mascot waves from the logo and the page moves from products into production, quality and B2B contact. Polish, English and German versions support both local and export communication.
I wrote the site in HTML, CSS and JavaScript with GSAP and designed the motion together with the layout, as part of the brand. The result is one system spanning naming, character design, packaging direction, motion and the website.
Results and stack
One confectionery brand system, from the name and packaging to a trilingual animated website.
- 3 languages
- Polish, English and German brand communication
- 4 lines
- one visual system across the product range
- 1 identity
- naming, mascot, packaging, motion and website
HTML5CSSVanilla JSGSAP 3
