ASHWAGUM
“Young Talents” showcases visionary food and packaging concepts developed as part of the Packaging Design project workshop at the Media University Frankfurt. Under the guidance of guest lecturer Andreas Milk, students develop brands and products for the food industry of tomorrow—strategically sound, creatively conceived, and consistently designed with packaging in mind.
For many people, stress has long been a part of everyday life. Between school, work, family, and being constantly available, there’s a growing desire for small rituals that help them find a moment of peace here and there.
This project was developed by:
Tugay Ilvan
This is precisely where Ashwagum by Tugay Ilvan comes in. The concept combines the proven adaptogenic ingredient ashwagandha with a product everyone knows: chewing gum. The result is a simple form of stress management that can be integrated into everyday life anytime, anywhere.
Instead of relying on traditional dietary supplements or pills, Ashwagum transforms the concept of relaxation into a modern, convenient product. The combination of functional ingredients and the familiar ritual of chewing gum makes mindfulness tangible and accessible.
Two flavors— Mint + Ashwagandha and Cherry + Ashwagandha —offer different taste profiles, while the product consistently conveys the same message: take a moment to breathe deeply and rediscover your inner balance. The target audience consists of adventurous, health-conscious consumers who are looking for simple solutions to improve their well-being in a performance-oriented society.
In terms of design, too, the project takes a deliberately different approach than many functional food brands. Instead of medical imagery or a scientific vibe, Ashwagum focuses on lightness and approachability. A soft turquoise base color is paired with fresh accent colors and a custom-designed, organic-looking brand character that charmingly visualizes relaxation. The soft shapes, minimalist typography, and clear information hierarchy create a visual identity that comes across as modern, friendly, and trustworthy in equal measure.
Particularly compelling is the consistent translation of the brand concept into every possible usage scenario. Whether in a purse, a backpack, at the office, or during a picnic in the park—Ashwagum is positioned as a discreet companion for brief moments of relaxation. The slim packaging design is reminiscent of classic chewing gum tins, yet appears significantly higher-quality and more distinctive. This creates a brand that integrates naturally into everyday life and doesn’t come across as a typical dietary supplement.
Ashwagum demonstrates how functional ingredients can be imbued with emotional resonance and communicated in a way that aligns with the brand. The concept combines current health trends with an accessible product idea and uses them to develop a distinct brand universe that doesn’t lecture about mindfulness but conveys it in a playful way. In this way, a simple piece of gum becomes a small ritual for greater serenity in everyday life.
Young Talents – Packaging Design Project Workshop.
How are the food brands of tomorrow created? The Packaging Design project workshopat the Media University Frankfurt is dedicated to exploring this question. Under the guidance of guest lecturer Andreas Milk, managing director of the packaging design agency MILK., students are developing forward-looking food and beverage concepts—ranging from trend and target audience analysis to brand strategy, visual identity, and market-ready packaging design.
The results are intentionally speculative, yet at the same time closely reflect real-world market opportunities. In our “Young Talents” section, we showcase selected projects that use creative ideas and strategic depth to offer a glimpse into the food industry of tomorrow.
