nuvé
The packaging system for Nuvé was developed as part of a commercial packaging project exploring how minimal design can elevate an everyday consumer product. Nuvé is positioned as a contemporary chewing gum brand that reframes freshness as a refined, intentional experience rather than a purely functional one.
The core concept centred on simplicity, calm, and balance. Rather than relying on literal imagery associated with flavour or freshness, the visual identity uses soft mint tones, structured stripe patterns, and restrained typography to communicate clarity and composure. This approach positions the product as part of a daily ritual, aligning with the brand’s tagline, “freshness, refined.”
The packaging suite consists of three interconnected components: a compact product box, a direct-to-consumer shipping box, and a retail display box. Each element was designed to function independently while maintaining a consistent visual and structural system. This layered approach allows the brand to operate across both retail and subscription-based contexts without losing cohesion.
Structural development was a key focus throughout the process. Multiple dielines and physical prototypes were produced and tested to refine proportions, folding methods, and closure mechanisms. The final product box was designed to hold individual gum packs securely while remaining slim, portable, and efficient in material use. The retail display box expands on this structure to present multiple units cleanly on shelf, while the shipping box supports protection, organisation, and brand continuity in transit.
The visual system is intentionally restrained. Vertical stripe motifs introduce rhythm and subtle movement, referencing breath and repetition without overwhelming the form. Typography and layout decisions prioritise hierarchy and legibility, with the Nuvé wordmark and tagline acting as the primary visual anchor. Soft contrast between tones ensures clarity while maintaining an understated, premium feel.
Material choice and sustainability were considered throughout the design process. All packaging components are produced using recyclable white cardboard, with dielines optimised to minimise waste. A thin plastic wrap is applied only where necessary to provide tamper protection and preserve product integrity, balancing sustainability with functional requirements.
Overall, the Nuvé packaging project focuses on creating a cohesive, flexible system that balances aesthetics, structure, and practicality. The final outcome demonstrates how thoughtful packaging design can transform a familiar product into something calm, refined, and considered, while remaining commercially viable across multiple distribution contexts.
The core concept centred on simplicity, calm, and balance. Rather than relying on literal imagery associated with flavour or freshness, the visual identity uses soft mint tones, structured stripe patterns, and restrained typography to communicate clarity and composure. This approach positions the product as part of a daily ritual, aligning with the brand’s tagline, “freshness, refined.”
The packaging suite consists of three interconnected components: a compact product box, a direct-to-consumer shipping box, and a retail display box. Each element was designed to function independently while maintaining a consistent visual and structural system. This layered approach allows the brand to operate across both retail and subscription-based contexts without losing cohesion.
Structural development was a key focus throughout the process. Multiple dielines and physical prototypes were produced and tested to refine proportions, folding methods, and closure mechanisms. The final product box was designed to hold individual gum packs securely while remaining slim, portable, and efficient in material use. The retail display box expands on this structure to present multiple units cleanly on shelf, while the shipping box supports protection, organisation, and brand continuity in transit.
The visual system is intentionally restrained. Vertical stripe motifs introduce rhythm and subtle movement, referencing breath and repetition without overwhelming the form. Typography and layout decisions prioritise hierarchy and legibility, with the Nuvé wordmark and tagline acting as the primary visual anchor. Soft contrast between tones ensures clarity while maintaining an understated, premium feel.
Material choice and sustainability were considered throughout the design process. All packaging components are produced using recyclable white cardboard, with dielines optimised to minimise waste. A thin plastic wrap is applied only where necessary to provide tamper protection and preserve product integrity, balancing sustainability with functional requirements.
Overall, the Nuvé packaging project focuses on creating a cohesive, flexible system that balances aesthetics, structure, and practicality. The final outcome demonstrates how thoughtful packaging design can transform a familiar product into something calm, refined, and considered, while remaining commercially viable across multiple distribution contexts.