# Greco Gum: Creating a magnetic e-commerce brand

> We built Greco Gum’s brand for its 2021 launch. It made six figures in its first year without paid advertising and now serves 70,000+ customers.

- URL: https://cultmethod.com/work/greco-gum/
- Type: Case study by Cultmethod
- Sector: Consumer brand
- Scope: Positioning, messaging, identity, social, e-commerce site
- Result: 70,000+ customers, multi-seven-figure revenue
- Engagement: Co-owned by Jon since launch in 2021

> “I don’t hold back when I sell anymore. I know my logo is good, I know my messaging is good, I know my website is good. I don’t need to second-guess myself.”
>
> — Logan Wright, Founder, Greco Gum

## The brief

Greco Gum sells mastic gum, a commodity. The brand had to give people a reason to pick it over the same resin sold everywhere else.

## What we made

For the 2021 launch: positioning and messaging (“Look better, breathe better, feel better.”), the logo and emblem, the tin, the social voice, and the e-commerce site.

## What changed

Six figures in its first year, with no paid advertising. The positioning has since moved to gut and mouth health, and Greco Gum is now a multi-seven-figure business with 70,000+ customers.

## What the work includes

- Brand photography: Hand holding a blue Greco Gum tin up against the sky above a scrubby hillside with a stone watchtower
- Wordmark: Greco Gum wordmark and sun symbol in cream on royal blue
- Symbol: Construction drawing of the Greco Gum sun symbol in blue, with its circular and radial guides
- Tin in hand: Hand holding a slim blue Greco Gum tin against a textured blue wall
- Mikro tins: Two open Mikro tins filled with mastic gum droplets beside a glass of water with lemon
- Tin, stop motion: Stop-motion loop of a blue Greco Gum tin opening and closing on linen, filled with nuggets, then droplets
- Klassiko tin: Open gold Klassiko tin full of mastic gum nuggets beside a stack of blue tins
- Home page: Greco Gum home page with the headline "Discover mastic." over a styled shot of mastic gum and a tin
- Mastic resin: Cupped hands holding piles of raw mastic resin over a table scattered with more
- Resin on the tree: Drops of mastic resin forming on the bark of a mastic tree
- Postcards: Two printed cards: a "Three rules" guide to chewing mastic gum and a thank-you postcard
- Pocket: Hand pulling a blue Greco Gum tin from the pocket of white trousers
- Product card: Product card for Klassiko mastic gum nuggets, with rating, description and price
- Social: Grid of Greco Gum social posts showing tins, resin, and people chewing
- Brand photography: Man in a denim shirt sliding a Greco Gum tin into his breast pocket
- Tin, in the light: Looping video of a closed blue Greco Gum tin on linen with light rippling across it from a glass of water
- Mobile pages: Three mobile pages of the Greco Gum site: home, product, and brand story
- Brand photography: Smiling older man in a cap and vest in a stone workshop, holding a Greco Gum tin
- Benefits: Man on a pebble beach opening a Greco Gum tin, with benefit tags reading "Calms digestion & bloating," "Kills bad breath," and "Plastic-free"
- Capsules: Bottle of Greco Gum mastic gum powder capsules beside a bowl of capsules
- Tote: Man carrying a cream and blue Greco Gum tote bag
- Choose your chew: Purchase options panel for choosing nuggets or droplets, tin size, and a one-time or subscription order
- Harvest: Man crouched under a mastic tree, scraping resin from its trunk