It was great to work with my good friends at Elmwood designing this bespoke cheeky typeface – ‘Chew La La’. This was part of their project to reposition the Mars global gum brands Orbit, Extra, Freedent and Yida in each market under one unified look, tone and feel, with a focus on a Gen-Z audience. The type is inspired by the rhythmic motion of chewing – the characters stretch and bend, with ink traps that reveal hidden smiles and winks.
