Bubblegum Stuff, a British brand of fun gifts and unique games, has unveiled a new brand identity to make a stronger mark in the market. The brand was founded in London in 2013 and initially worked primarily with major retailers, including Urban Outfitters and Walmart. The company is increasingly focusing on direct sales, and this new direction called for a completely different image.
Studio Chong undertook a complete brand refresh. The name Bubblegum Stuff itself is linked to the founder’s past, having worked at a chewing gum factory. The bubble motif effectively conveyed a connection to vibrant trends, pop culture, and unexpected ideas. The minimalist logo, featuring two intersecting circles, proved too restrained for the brand and failed to capture the products’ playful tone.
The new identity turned out to be lively, bold, and ironic. The main focus is on the logo, which resembles a bubble of bubble gum. The letters are now large, rounded, and slightly puffed, giving the name a lighthearted, humorous look. A bright character has appeared on the right: a pink figure with eyes, clearly inspired by the pliable, playful texture of bubble gum.
The design is supported by colors and shapes associated with the 1990s pop aesthetic. The system uses shades like “Mint Ice” and “Pink Fizz,” reminiscent of gum flavors from that era.
The point of the rebranding is to be perceived not as a supplier of goods to retail chains, but as a full-fledged entertainment brand that resonates with an audience that loves unusual and funny things. The new style makes the brand more cohesive and the packaging and communication livelier and more memorable.
Studio Chong has focused on creating a brand image that promises surprises. It offers products designed to surprise, entertain, and make people want to take them home.