GudGum is plastic-free, sugar-free, bio-degradable and vegan. It provides a guilt-free way to chew, without giving up flavor or fun. GudGum’s logo highlights its innocence and the packaging communicates its organic quality. Its brand-identity is natural, earthy and playful with tones inspired by jaggery, berries, citruses and minty leaves. The tone is witty, refreshing and informative, a delightful mix of goodness and gumption.