Behind the Print: Laughing Through the Chaos with Dan Richardson
Welcome to the latest episode of Behind the Print, where we bring you the creative stories of industry leaders shaping the world of professional printing. In this episode, I sit down with Dan Richardson CEO and Founder of Chubble Gum, to discuss his journey from creating art as a form of decompression to founding Chubble Gum, a playful and authentic lifestyle brand that connects with audiences through mental health-focused designs and relatable products like stickers, notebooks, and stationery.
Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached at the end of this post.
8-minute read
“I never followed a trend. I never tried to do what other people were doing.” – Dan Richardson, CEO of Chubble Gum
Transcripts from Behind the Print with Dan Richardson
Welcome back to Behind the Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.
Today’s episode is titled “Laughing Through the Chaos,” and I’m joined by Dan Richardson, CEO and founder of Chubble Gum. Dan, you’ve created such a unique and playful brand with Chubble Gum. Who are the main groups or communities that you serve?
Dan Richardson: I try to be as relatable as possible with the message of my brand. It’s really a lifestyle brand I’ve created, and a lot of it revolves around mental health and the challenges of adulting. It’s truly for anyone who’s breathing and alive! I try to package that message in a way that’s palatable, with a little humor and a cute critter to go along with it.
Zoe Fisher: I love that! I think you’ve encapsulated that perfectly with your products. Chubble Gum is so fun and inspiring, and it feels like there’s a place for everyone in your brand.
Dan Richardson: I hope so! If not, I might be the weirdo who thinks all these things—but hey, that’s the risk!
Zoe Fisher: What kind of creative mindset do you tap into when designing your work?
Dan Richardson: It all started as a way to decompress. I used to create “real” art like portraits and landscapes, but creating these characters helped me unwind. It’s about reevaluating my day and asking, “What can I take from that?” Then, I try to make it funny and relatable. My style developed because my daughter loved this kawaii style. I started drawing on her lunch boxes and post-it notes, and over time, it became my own style within that kawaii framework.
Zoe Fisher: That’s amazing! I can definitely see your unique style in everything Chubble Gum produces. It’s great for brand identity, and your products really resonate with people. How do you ensure your final products align with your vision?
Dan Richardson: I’m really lucky that I’ve created a brand where I am the brand. Chubble Gum is me, so it’s easy to keep everything in line. If I’m feeling down, that’s the brand’s voice for the day. If I’m feeling chaotic, that’s what comes through. It’s authentic, and I think that’s what makes it work. I don’t package it up in a pretty bow; it’s real.
“When I stopped caring about all of that, and I was just authentic, it started to take on a life of its own…people are ditching the script…this may not be what our message used to be, but this is what people need right now, and it’s authentic.” – Dan Richardson, CEO of Chubble Gum
Zoe Fisher: That authenticity really comes through, and I think that’s important for other brands to recognize as well.
Dan Richardson: Absolutely. Authenticity is everything. When I stopped caring about following a rigid structure and just started being myself, that’s when things really took off. People don’t want scripted, forced content anymore—they want something real. And with the rise of social media, those real connections matter more than ever.
Zoe Fisher: You’ve managed to grow Chubble Gum into a recognizable brand in a highly competitive space. What do you think has been your key to success?
Dan Richardson: It all goes back to authenticity. I’ve tried to create businesses before, following step-by-step guides, and they never lasted. But when I just started sharing cute critters I drew for my daughter, people resonated with it. I paid attention to what worked on social media, repeated what was successful, and let the brand grow organically. I never pushed sales or said, “Buy this now!”—I just let the products speak for themselves.
Zoe Fisher: It sounds like your brand almost sells itself because of that authenticity. Has Chubble Gum changed your life?
Dan Richardson: Oh, absolutely. It’s given me more than just financial stability. I started Chubble Gum in March 2020, right before the world changed. Now, it’s changed my family’s life and made me a role model for my kids. I went from being a stay-at-home dad to someone they can look up to, and that’s the most rewarding part.
Zoe Fisher: You’re inspiring thousands of people—probably more than you realize! What’s the best part of your job?
Dan Richardson: The best part is that I get to do what I want. Of course, there are challenges, but at the end of the day, I created this, and I’m living the dream. Some days it feels like a nightmare, but I wouldn’t change it for the world.
Zoe Fisher: Every creator faces challenges. What’s holding Chubble Gum back right now, and how are you tackling those obstacles?
Dan Richardson: The biggest challenge is myself. I’m learning how to run a business day by day, and I’ve reached a point where I can’t do everything. I’ve had to accept that I need help. For example, inventory management was a struggle, so I found someone to handle that. It’s important to know when you’ve hit your limit and bring in people who can take things to the next level.
Zoe Fisher: It’s great that you’re recognizing that and bringing in help. Many business owners struggle with that!
Dan Richardson: Starting a business really humbles you. You quickly realize how much you don’t know. But it’s all part of the process.
Zoe Fisher: Many of your products are prints and stickers. How has incorporating print into your business strategy helped elevate Chubble Gum’s brand and reach?
Dan Richardson: Print has been crucial. I started with stickers, and from the very first sale, I was determined to make the best-quality stickers out there. Once I perfected that, I expanded into notebooks, post-its, and other print products. I always focus on mastering one thing before moving on to the next. Print helps my audience, many of whom struggle with mental health, organize their lives in a way that feels fun and personal.
Zoe Fisher: That’s a great approach. Do you know the return on investment for your printed products?
Dan Richardson: Oh, the return on investment is stress, anxiety, and sleep deprivation! [laughs] In all seriousness, the real return is joy. I built this brand based on who I am, and the fact that it resonates with people is invaluable.
“You learn as much as you can, and then you reach that point where you’re like, ‘I’ve capped out,’ and you find someone who can push it further.” – Dan Richardson, CEO of Chubble Gum
Zoe Fisher: Thanks for sharing your business insights. For anyone listening who wants to order from you or work with you, how can they get in touch?
Dan Richardson: You can find me on ChubbleGum.com or on social media—primarily TikTok, where I post daily. Just search for “Chubble Gum” and you’ll find me everywhere.
Zoe Fisher: Is there anything else you’d like to share with our audience?
Dan Richardson: I’ve got a lot of exciting things coming up, especially with the holiday season approaching. I also run a monthly subscription service called the Chubble Club, where you get exclusive items every month. It’s a lot of fun, and we’re growing fast!
Zoe Fisher: That sounds amazing! Head over to ChubbleGum.com to join the Chubble Club. Thank you so much for sharing your journey with us today—it’s been a pleasure.
Zoe Fisher: And that’s a wrap on another episode of Behind the Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision like Chubble Gum, build the right strategy, and use tools like print to amplify your message and make your brand stand out from the crowd.
If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.
Order Today!
From playful stickers to creative stationery items, Dan Richardson brings meaningful connections to life through his Chubble Gum brand. For Dan, we have been a trusted partner in helping turn his vision into fun, high-quality printed products that inspire and connect with audiences. Whether it’s a sticker, notebook, or other printed item, you can bring your brand to life with custom printed products. Order today!
