Chupa Chups Sour Bites
Rebranding with an “anti” approach
The challenge was to pick a concern and go the anti-brand route to recreate the packaging whilst highlighting that issue.
Tackling the concerns of sugar addiction, environmental impact and brand transparency, the rebrand dares consumers to confront their sweet indulgences with sass and sarcasm. This project reimagines the playful essence of Chupa Chups with a sharp, brutally honest tone.
Software used
Adobe Illustrator
The Concerns Behind the Sweetness
High Sugar Content
A 21g pack contains 12g of sugar.
Addictive Nature
You can’t stop at just one.
Environmental Impact
Non-recyclable plastic packaging contributes to pollution.
Chupa Chups Sour Bites
Truths
It’s sweet, but is it worth it?
The rebrand embraces sarcasm, playful mockery, and brutally honest messaging to address sugar addiction and environmental concerns, all while keeping its iconic retro charm.
This tongue-in-cheek character is the face of ‘Sour Truths.’ Fun, loud and cheeky, the mascot is here to remind you that sweet indulgence always comes at a cost.
Packaging Reimagined
A retro-inspired pillow box
The tone of voice on the entire packaging has been kept snarky and unapologetic.
The flaps have messaging that dare the user to indulge at every step:
1: Think twice…but you won’t listen?
2: You’re really gonna do this, huh?
3: You never listen, do you?
4: Your mom isn’t the only one disappointed.
