Extra Gum

I'm incredibly proud to have worked with Elmwood on Extra Gum, from the start of the award winning rebrand in December 2020, through to present. I've developed several of the core animation principles, including how the master brand logo animates from the 'Shield'.

The master brand logo animation went through a lot of iteration and refinement, ending up  simple and clean, with the wordmark animating out from the 'Shield', and the 'Ding' shape gently rotating in:

'OEYF' is the name for the entire product range, which is an acronym for the name of the gum in different regions of the world.

Namely: Orbit (USA), Extra (UK), Yida (China) and Freedent (Europe).

All the new logo animations can be seen below, and in contrast with their old designs at the end:

The first work I did for Elmwood was the development of how the 'Ding' shape could animate on. There were many variations, from simple scale-ups and rotations, to the use of a glow effect and smaller 'Ding' shapes bursting out as it spun on: 

Early versions of the master brand logo animation were wilder and varied, and resulted in the calmer and more distilled version. Those ideas can be seen here:

One concept that was heavily explored was the 'Colour Dive' environment, and revealed when the 'Shield' opened up as a 'Window'. This was inspired partly by the circular movement used for the 'Apple Event' of 2020. It can be seen in use here with all the different OEYF master brand logos: 

Here the 'Colour Dive Window' can be seen in practical use as a transition to showing off the product:

Here is an early idea for what the 'Colour Dive' environment could be like: 

Here's some concept work to previsualize how the Extra website might look, with animated UI:

OEYF is now in stage 2 of its new design language, which involves the 'Recentering' circle; it acts as a focal and framing device. It encapsulates either the product or a person, often intersecting at the top or bottom to create a sense of something ‘popping out’ of the 'Recentering' slightly. The 'Ding' shape can also now scale up without rotation. The main font in use has changed to a bespoke 'Chew La' font, created by Elmwood. It’s animation uses a "Chewy" bounce motion:

Other new ranges are out now too, like these 'Plus' packs:

Email: Contact@dbvfx.com