Peppersmith Selleck / Dali / Ming / Hoffman / Chaplin / Fred

This identity and packaging were designed to reflect the Englishness of the mint and artisan feel of the product. The logo has two levels of interpretation: peppermint leaves or a moustache, representing an era when gum was made naturally. The moustache idea was taken one step further through the creation of a series of moustached heroes that featureon the inside of the pack, inspired by matchbox collectables. With a clean and fresh look, this innovative packaging includes a booklet of papers to ensure that every piece of used gum is wrapped up to keep Britain tidy.