Sour Patch Kids

Isn’t this sweet!? Here we have a repackaged branding project where I conceptualized a design that’s a better choice for the environment. I used eye-catching visuals to appeal directly to the target audience by taking advantage of the iconic sour patch kids characters, repurposing them to be the product itself. See as I explore packaging, rebranding, 3D motion and candy all in one.

Packaging
Poster Design
3D Motion

The Concept

To take advantage of the iconic sour patch characters, I produced a design highlighting each flavour physically. This product has a special 2 in 1 flavour feature with three pairs in total, making it ideal for extra showcasing. I decided on the frontmost concept because having them all together gained more visual interest compared to one lonely kid.

Each pair is divided by its head to showcase the different flavours. These kids will use quality cardboard allowing for better posture on shelves compared to plastic.

Prototypes

Dielines

Package

A long work in progress, finally in its peak after two prototypes and 4 builds trying to get the material right. I went from 100 pound glossy card stock to regular 60 pound matte paper. I found the glossy finish would break the ink easily with each fold, and each fold held too much resistance because of its heavy weight. For my fourth try, the 60 pound matte paper was perfect because there wasn't as much breakage in the ink and it held its shape when folded. I didn't have to go through four rounds of four dielines, but I did for the sake of perfection. It keeps me going knowing it is always worth it.

Design

The final Sour Patch Kids repackaged accomplished a lively and bold design to capture the essence of the sour-sweet treat. I had to give these characters a voice, giving them a place in the package to open doors for a memorable experience. An experience that can't compare to its previous plastic pouch. Now, this fresh new piece reflects the candy's intense and exciting flavour profile, leaving a sweet note to the eyes and to the environment.

Finally in Motion

My best motion piece to date, I was honored to bring my new packaged characters to life. These characters aren't only better showcased in this package, but they also have a stronger personality to them. To highlight the personification of these Kids, I built them entirely in After Effects to have a 3D function. Focusing primarily on the Peach character, it participates in a growing trend, "GRWM", short for "Get Ready With Me."

This is a popular trend for every influencer, marketing towards the growing youth that the Sour Patch Kids are targeting. Influencers are the idols of the targeted generations so adapting these sour patch kids to perform the same activity would be engaging, and familiar to them. In this 20 second motion piece we'll see Mr. Peach personified, putting on its flavors to get ready for its day. Showing off not only the product, but also its unique flavors.

Project Success

Going as far as building them in 3D motion as well. My passion had no limits for these kids, building them from scratch like I was their mother. This project showed me the scope of my abilities, opening the doors for future projects to be as limitless as this one.

Overall, this project leaned closest to my heart because of how it begged me to push my limits. I was able to apply one concept into multiple designs, creating a variety of strong pieces for my portfolio. I didn't get to build one, but four dielines on my own.

Next case