Start a project

Work Brand identity Custom lettering Packaging

Gum Pillows

Soft lettering. A bold five-flavour family.

Role Brand identity · packaging range

Five Gum Pillows tins lying lid up on a mint set. Studio render — production artwork on the 3D model, Blender, 2026. Open full-size image
Studio render — production artworkFive flavours on mint

The design challenge

Let the lettering carry the brand

A five-flavour nicotine-pouch range needed its own personality, across five strengths per flavour.

Rounded bubble lettering as the constant, with the flavour colour changing around it on lid, wrap and back.

Board: five Gum Pillows face labels with flavour names.Open full-size image
Presentation board — compiled from the design filesFive flavours, one tin

The system

Rounded letters, a side and a strength system

  1. Gum Pillows Cool Mint lid, close: the rounded GUM PILLOWS lettering filling the label. Studio render — production artwork on the 3D model, Blender, 2026.Open full-size image
    Studio render — production artworkCool Mint lid, close

    The name becomes the shape

    Rounded lettering and pillow-like shapes fill the lid, so the brand reads first.

Identity

Colour, type and system

Gum Pillows mark.
Gum Pillows mark

Palette

Sampled from the production files

  • #323353 RGB 50 51 83
  • #36923C RGB 54 146 60
  • #903489 RGB 144 52 137
  • #7DA39C RGB 125 163 156
  • #9DD5E5 RGB 157 213 229
  • #FBFBFB RGB 251 251 251

Type

Gum Pillows lettering in use.
Wrap label, 228.6 × 14 mm

Palette sampled from the production files; type and system as printed

Brandbook and range

What stays, what changes

Board: Gum Pillows Cool Mint face and around labels in five strengths.Open full-size image
Presentation board — compiled from the design filesCool Mint in five strengths

Select a board to open it at full resolution.

Original artwork

The files, at readable size

Gum Pillows Cool Mint reverse label with Croatian copy and barcode.Open full-size image
Original artworkInformation moves off the lid — Reverse label

In use

Where it meets people

Five Gum Pillows tins on pastel pedestals of different heights against a pink backdrop. Studio composite: production artwork in a generated set.Open full-size image
Studio composite — production artwork in a generated setFive flavours, five pastel plinths

Part by part

Lettering as the pack

  1. The name becomes the shape

    The name becomes the shape

    Rounded lettering and pillow-like shapes fill the lid, so the brand reads first.

  2. Information moves off the lid

    Information moves off the lid

    Supporting text shifts to the 228.6 × 14 mm wrap and the reverse.

  3. The reverse

    The reverse

    Every back label carries its own EAN-13 barcode and EU UFI code.

  4. Twenty pouches a tin

    Twenty pouches a tin

    Each lid states 20 nicotine pouches.

3D: the production artwork on the real dimensions

Delivered

What I delivered

  • 25 face labels (5 flavours × 5 strengths)
  • 25 wrap labels
  • 25 back labels, each with EAN-13 and UFI code
flavours
5
SKUs: five strengths each
25
print-ready labels
75
from first file to final artwork
16 days
Print specs, process and creditsSizes, the full write-up, files and sources

Built to print

Face label
Ø 60 mm, one per SKU
Wrap label
228.6 × 14 mm
Back label
Ø 60 mm, Croatian regulatory copy
Strengths
3 · 6 · 9 · 12 · 15 mg for every flavour
Codes
EAN-13 barcode and EU UFI code on every SKU
Files
Adobe Illustrator, one vector PDF per label and strength

Overview

Gum Pillows uses the same round-tin format as CALI but needed its own voice. Five flavours are supplied: Cool Mint, Black Currant, Lime Time, Peppermint Maxxx and Grape Ape.

The challenge

The range needed a distinct personality that stays recognisable across five flavour designs and several packaging surfaces.

Creative direction

Rounded lettering and pillow shapes are the constant; flavour colour changes around that silhouette. Supporting information moves to the wrap and reverse so the lid stays about the brand.

What was delivered

Five flavour designs with front, reverse and wrap artwork.

Design value

A distinct visual voice supported by rules that can be reused across the family. It shows range design and coordinated artwork rather than a verified commercial uplift.

The problem is framed from the finished work, not quoted from a client brief.

Timeline

  1. 7 Aug 2025

    First face and wrap files

  2. 8 Aug 2025

    Back labels for every strength

  3. 22 Aug 2025

    Final artwork for all 25 SKUs

Production files

Gum Pillows Cool Mint wrap band.Open full-size image
Production fileWrap band
Gum Pillows Lime Time in all five strengths, 3 to 15 mg: lid and wrap label for each.Open full-size image
Production fileLime Time in all five strengths: lid and wrap for each SKU

Evidence

Verified fact
Production files cover 25 SKUs (five flavours, five strengths each) with face, wrap and back labels; each lid states 20 nicotine pouches.
Every back label carries its own EAN-13 barcode and EU UFI code.
Design reading
The lettering silhouette, not the frame, identifies the brand.
Intended benefit
A voice clearly different from CALI in the same tin format.

Credits & notes

  • Brand identity and label artwork — Faraz Khadivdjam
  • Lettering study — reconstructed for this portfolio
  • Studio renders — made in Blender from the production artwork, 2026
  • Studio composites — production artwork rendered in Blender on background plates generated with Magnific (Freepik) from text prompts, 2026
  • Studio sets — production artwork on the 3D models, rendered in Blender, 2026 (no generated imagery)
  • Flat lays — production artwork rendered in Blender on top-down scenes generated with Magnific (Freepik) from text prompts, 2026

The rounded lettering does the brand work, so five flavours can change colour without losing the name.

All work

Next case Happy Hippie One expressive family, organised by variant.

Contact

Have a project in mind?

Tell me what you’re making, what you need designed, and your timeline. For design roles or collaborations, email me directly.

Email Faraz Contact page

Project enquiry Design opportunity