Sour Puss
Sour Puss
Turning sweets, sour
The story
The sweet aisle is built around fast consumption - grab a bag, eat it all, move on. But what if confectionery could be something you savour? What if it could be rebellious and premium at the same time? Sour Puss started with a simple concept: create a watermelon-flavoured sour candy for adults that breaks every rule in the confectionery playbook. Using a premium tin format, we wanted to make consumers stop and savour the moment, taking one or two at a time instead of scoffing the whole lot.
The challenge
Flip the script on confectionery category norms entirely. While most sweet brands focus on showing the product to communicate taste, we needed to make you feel what these intensely sour sweets do to you. The challenge was creating something shocking and rebellious that would appeal to young adults who still want a bit of fun, while making slower consumption feel cool rather than sterile. Plus, we had to seamlessly blend two distinct artistic styles from illustrator Gianluca Gambino and typography artist Gian Wong.
Our approach
We created the Sour Puss illustration - a shocking, slightly grotesque character reminiscent of the Cheshire Cat, suggesting these sweets are so sour they'll transport you to another dimension. The custom typography looks like a startled cat with its hair on end, while the watermelon sweets themselves are shaped like weird cat eyes with ears. The entire package reads like a trippy punk rock poster, using vivid colours and tantalising typography to break traditional FMCG packaging rules. The premium tin features 3D embossing that makes the cats feel alive.
The impact
A piece of packaging that's impossible to ignore, just like the taste of the product inside. Sour Puss doesn't just break category norms - it shatters them entirely, proving that confectionery can be shocking, rebellious, and premium all at once. The concept transforms the entire package into a piece of art that challenges why the confectionery aisle always leads with taste, showing there's another way to engage just as powerfully.
The sweet aisle is built around fast consumption - grab a bag, eat it all, move on. But what if confectionery could be something you savour? What if it could be rebellious and premium at the same time? Sour Puss started with a simple concept: create a watermelon-flavoured sour candy for adults that breaks every rule in the confectionery playbook. Using a premium tin format, we wanted to make consumers stop and savour the moment, taking one or two at a time instead of scoffing the whole lot.
The challenge
Flip the script on confectionery category norms entirely. While most sweet brands focus on showing the product to communicate taste, we needed to make you feel what these intensely sour sweets do to you. The challenge was creating something shocking and rebellious that would appeal to young adults who still want a bit of fun, while making slower consumption feel cool rather than sterile. Plus, we had to seamlessly blend two distinct artistic styles from illustrator Gianluca Gambino and typography artist Gian Wong.
Our approach
We created the Sour Puss illustration - a shocking, slightly grotesque character reminiscent of the Cheshire Cat, suggesting these sweets are so sour they'll transport you to another dimension. The custom typography looks like a startled cat with its hair on end, while the watermelon sweets themselves are shaped like weird cat eyes with ears. The entire package reads like a trippy punk rock poster, using vivid colours and tantalising typography to break traditional FMCG packaging rules. The premium tin features 3D embossing that makes the cats feel alive.
The impact
A piece of packaging that's impossible to ignore, just like the taste of the product inside. Sour Puss doesn't just break category norms - it shatters them entirely, proving that confectionery can be shocking, rebellious, and premium all at once. The concept transforms the entire package into a piece of art that challenges why the confectionery aisle always leads with taste, showing there's another way to engage just as powerfully.
