Upper & lower case
Redesigning the iconic quarterly magazine
U&lc (Upper and Lower Case) was an iconic typographic magazine published by ITC from 1973 to 1999. Known for its bold, experimental layouts, it was a celebration of type, design and print culture.
For this project, the task was to reimagine how U&lc would look if it were revived in 2024. The challenge was adpat it for a modern audience — one that consumes both print and digital media. The redesign had to honor its legacy while making it relevant for today’s designers, typographers, and creatives.
Software used
Adobe InDesign, 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.
