Challenge

Stevita Co. Inc., makers of the established Stevita brand, recognized the need to revitalize their natural chewing gum line, formerly known as SteviaDent. The existing SteviaDent name, brand identity, and packaging felt dated and failed to make an impact on shelf, particularly within the competitive "better-for-you" (BFY) and sugar-free gum categories. The core challenge was to completely rebrand SteviaDent—starting with a new name—to create a modern, appealing presence that could capture consumer attention and effectively compete.

Strategy

To address SteviaDent's outdated presence, our strategy was a comprehensive rebrand aimed at repositioning the product as a modern, appealing choice in the competitive BFY and sugar-free gum market. This began with Brand Name Development to find a short, evocative, and memorable name that would resonate better than "SteviaDent." We then focused on Design Concepts for a new visual identity and packaging system that would ensure attractiveness to key retailers like Whole Foods and stand out against both mainstream and natural competitors. A parallel strategic effort involved developing a compelling Tagline to clearly position the new brand—Hum—as an intriguing alternative, all while working within the project's budget parameters.

Solution

The rebrand culminated in the new master brand name: Stevita Hum. To create instant recognition and build on the trusted Stevita Naturals legacy, a key element of the visual solution was the strategic integration of the elegant hummingbird emblem from the Stevita master brand identity. This iconic mark, paired with a clean, modern typographic approach for "Hum" and a vibrant yet sophisticated color palette for the five gum flavors, created a fresh, contemporary look. The new packaging system for sleeves and display boxes effectively communicated Stevita Hum's "better-for-you," sugar-free, and natural positioning. This approach not only revitalized the gum line but also unified it with the broader Stevita family, giving it the modern shelf presence needed to compete effectively.

Results

The rebrand to Stevita Hum was met with positive feedback and achieved its goal of creating a modern, appealing shelf presence in the competitive BFY and sugar-free gum categories. The new brand identity and packaging system successfully revitalized the product line. A significant outcome was securing distribution with Walmart, which decided to carry Stevita Hum in all its stores nationwide, dramatically increasing the brand's reach and accessibility to consumers seeking a natural, sugar-free gum option.