Glowmint - 5sum

Glowmint — A fresh consumer brand defined by clarity and vibrancy

Consumer Goods / Lifestyle

Glowmint set out to launch as a new consumer lifestyle brand with the ambition to capture freshness and energy in a way that stands apart in a saturated market. The goal wasn’t only to define an identity, but to create a brand world that could live across packaging, campaigns, and digital touchpoints.

Services

Brand identity & packaging system.
Motion language & animations.
Campaign development (film, social, retail).
Content strategy across digital channels.
Retail & in-store activation assets.

Department

Campaign & Brand Strategy

Project information

Modern consumers don’t just buy products — they buy into moments, feelings, and experiences. Glowmint’s opportunity was to become more than a product: a symbol of renewal and vibrancy

5sum built a system rooted in clarity and vibrancy: crisp geometry, luminous greens, and bold gradients. A motion identity revealed the brand with freshness and flow, while campaign storytelling was designed to adapt seamlessly — from hero films to social cutdowns. The result was a brand that feels iconic, cultural, and instantly recognisable.

Results in numbers

+46%

Above projected sell-through in first quarter.

80K

Units sold within 90 days of launch.

3.1×

Higher engagement on digital activations vs. category average.

9/10

Average consumer rating for freshness and brand appeal.

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Client quote

5sum gave Glowmint the clarity and energy we needed. The brand now feels vibrant, modern, and alive across every touchpoint.

Sophie Lane, Brand Director at Glowmint

Key moments

Launch of a fresh, vibrant identity system.

Packaging designed to embody clarity and energy.

Motion language revealing the brand with fluidity.

Campaign rollout across digital and retail channels.