Inspired by “badass babes,” the goal of Chewing Gum is to create a rosé brand that challenges the wine market and the idea of what is “inherently feminine” just because it is pink. Because rosé are typically seen as sweet and delicate and other competitor brands capitalize on the idea that rosé is beautiful and elegant, Chewing Gum will dismantle these conceptions. Market research has shown that rosé is extremely popular with millennials (very progressive, rebellious and bold) and that consumers are shifting away from sweet to off–dry wine. This is where Chewing Gum will fall: it will show that what is pink is not inherently feminine and that femininity can be both sweet and dry, delicate and badass simultaneously.
in collaboration with Mitchell Bauman and Rachel Meiring