Rhett Mullins, a third-year Graphic Design student at Nelson Mandela Metropolitan University (NMMU) recently won in the chewing gum category at the 2013 IPSA (Institute of Packaging South Africa) Student Gold Pack Awards at the Wanderers Club in Johannesburg earlier this month.
The annual competition, which is open to any registered tertiary education student, provides students with the opportunity to showcase their skills and creativity in developing packaging solutions and concepts.
Rhett, 21, a former St Andrew’s pupil from Grahamstown, came up with a chewing gum concept, termed GUM, targeted exclusively at young males.
“I wanted to create a gimmick,” says Rhett, “Something that would enhance men’s confidence and turn any wallflower into a ladies-man.
“Traditionally, chewing gum is marketed as a sweet treat or breath freshener. As it isn’t a food product, it’s seen as a social habit with no nutritional value. I wanted to create a product that would steer away from these notions,” says Rhett.
With the idea of masculinity and value-added chewing gum in mind, Rhett came up with GUM. By using the latest technologies in food product engineering, GUM would enter a market niche by providing beneficial values to its users.
Take his Taurine and Guarana-flavoured gum, for example. With ingredients such as vitamin B, caffeine and guarana, this gum would give users an energy boost for endurance during work and play. Other flavour combinations include the original ‘Pimpmint’ for a minty fresh breath, ‘Veteran Vitality’ for a healthy, balanced and active lifestyle, ‘Medic Menthol’ for relief of a sore throat, and even a “Viagra Gum” to ensure sexual performance.
The actual gum dispenser itself is unique in its design. The box, which can hold 20 strips of gum, is rectangular in shape, made out of cardboard, and is opened via a slide mechanism. It may be attached to a key ring and looks similar to the packaging of a condom to further reinforce the concept of masculinity.
Rhett’s concept won him top spot and a cash prize of R1000.
Rhett’s GUM, along with his graphic design work, may be viewed at the 2013 Collective Graduate Applied Design Exhibition which is open weekdays between 8:30am and 3:30pm from 17-25 October at the Applied Design Building on NMMU’s North Campus.
Submitted by: Roslyn Baatjies on behalf of NMMU.
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Article source: http://mype.co.za/new/2013/10/rhett-mullins/