Brand Creation / Packaging Design
Raw is a new sugar-free, vitamin-b-rich energy gum. It demanded a booming and boisterous identity that would blow holes in the competition and pull in urban sportsters, skateboarders and gamers by the droves.
The name ‘Raw’ was crying out for a fierce and uncompromising typographic design. The white spikey letters have terrific standout against the blacks and greys of the packaging, which also sports a graphic pattern reminiscent of tribal markings. Each design element exudes strength and audacity.