Brand Challenge

With the emergence of many new sour candies, Sour Patch Kids would need an insightful brand refresh to stay popular with the fast-paced, teen consumer target.

Compelling Results

• By capturing the “chewy” brand attribute with “gummy” typography, we breathed humorous life into the logo
• Knowing the preference for mouth-puckering sour flavor among teens, vibrant yellow and lime-green accents vividly emphasize intense tartness
• To underscore the “time for fun” occasion, colorful character illustrations bring the gummy brand experience to life