Bubblegum Stuff
Novelty goods, gifts and giggles to make a mic drop of any occasion.
Full rebrand: Brand strategy / Visual identity / Verbal Identity
Shifting a novelty toy & games company from the back-end of global B2B retail to the front-row of D2C for pop culture vultures.
Bubblegum Stuff approached us to lead a pivotal shift, moving a decade of global B2B success toward a bold, direct-to-consumer future.
After 10 years of expanding into retail shelves across the UK, US, and RoW, their existing Airbnb-inspired identity lacked the high octane energy needed to truly connect with a new generation of pop culture vultures. With a small but mighty team of eight, they needed a brand that didn’t just sit on a shelf, but flipped the whole script on what a global novelty gift and game brand could be.
To transform Bubblegum Stuff into the ultimate destination for the unexpected, we ditched the minimalist tech aesthetic in favor of a visual system that celebrates their core truth: that they “just want to make stupid, fun stuff”. We introduced a bold 90s bubblegum pop-inspired palette, a juicy, wobbly, bouncy modular character system, and a revamped tone of voice defined by sharp, British, tongue-in-cheek humour. The result is a sublimely ridiculous identity built to deliver mic-drop moments of unpredictable entertainment to any doorstep, across the world.
“Working with Studio Chong was a transformative experience. Their culturally-tuned approach brought the Bubblegum Stuff brand to life in a way that truly resonates with our consumer audience.
They didn’t just redesign our brand, they repositioned our brand for the future.
- Courtney Wood, founder of Bubblegum Stuff
