Logan Wright Founder, Greco Gum

Client

Greco Gum

Creating a magnetic e-commerce brand

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

Hand holding a blue Greco Gum tin up against the sky above a scrubby hillside with a stone watchtower — 01 Brand photography

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.

02 Wordmark

Construction drawing of the Greco Gum sun symbol in blue, with its circular and radial guides — 03 Symbol

Hand holding a slim blue Greco Gum tin against a textured blue wall — 04 Tin in hand

Two open Mikro tins filled with mastic gum droplets beside a glass of water with lemon — 05 Mikro tins

06 Tin, stop motion

Open gold Klassiko tin full of mastic gum nuggets beside a stack of blue tins — 07 Klassiko tin

Greco Gum home page with the headline "Discover mastic." over a styled shot of mastic gum and a tin — 08 Home page

Cupped hands holding piles of raw mastic resin over a table scattered with more — 09 Mastic resin

Drops of mastic resin forming on the bark of a mastic tree — 10 Resin on the tree

Two printed cards: a "Three rules" guide to chewing mastic gum and a thank-you postcard — 11 Postcards

Hand pulling a blue Greco Gum tin from the pocket of white trousers — 12 Pocket

Product card for Klassiko mastic gum nuggets, with rating, description and price — 13 Product card

Grid of Greco Gum social posts showing tins, resin, and people chewing — 14 Social

Man in a denim shirt sliding a Greco Gum tin into his breast pocket — 15 Brand photography

16 Tin, in the light

17 Mobile pages

Smiling older man in a cap and vest in a stone workshop, holding a Greco Gum tin — 18 Brand photography

Man on a pebble beach opening a Greco Gum tin, with benefit tags reading "Calms digestion & bloating," "Kills bad breath," and "Plastic-free" — 19 Benefits

Bottle of Greco Gum mastic gum powder capsules beside a bowl of capsules — 20 Capsules

Man carrying a cream and blue Greco Gum tote bag — 21 Tote

Purchase options panel for choosing nuggets or droplets, tin size, and a one-time or subscription order — 22 Choose your chew

Man crouched under a mastic tree, scraping resin from its trunk — 23 Harvest

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