Dead Sour
Behind the packaging
The edgy, fun and in your face nature of the branding is carried through to the ads also pulling from the graffiti vibrancy and edgy vibe. It's the brand that will challenges you, "Can You Survive the Sour?" and has guerilla marketing by putting these "taunts" with the logo all over the towns on walls, benches, bus and subway stops, etc.
Behind the logo
The first thing that came together in this project was the flavor names. I wanted the names to connotate the assault that the sour candy would have on the senses. After figuring out what vibe the brand would have from the flavor names, I decided to go with branding that can be a mixture of edgy, fun with a little in-your-face style. The skull fruit plays its part by reminding you it is going to be intense but also to be a deceptive with the bright colors.
Services: Branding
The Dead Sour project was done for fun inspired by a brief from the lovely Abi Connick (@itsabiconnick). The brief created for the company is: "Dead Sour is a mouth-watering sour sweet business that has been voted the no1 extreme sour sweet brand in the world! They offer a huge range of sweets with extreme sour coatings!!
They have been using an outdated brand identity for 3 years that feels disconnected to their audience. Dead Sour are looking to launch a new range of sour sweets in the next few months and are in desperate need of a rebrand!"
Behind the Company
The Dead Sour project was done for fun inspired by a brief from the lovely Abi Connick (@itsabiconnick). The brief created for the company is: "Dead Sour is a mouth-watering sour sweet business that has been voted the no1 extreme sour sweet brand in the world! They offer a huge range of sweets with extreme sour coatings!!
They have been using an outdated brand identity for 3 years that feels disconnected to their audience. Dead Sour are looking to launch a new range of sour sweets in the next few months and are in desperate need of a rebrand!"
Behind the Company
Behind the logo
The first thing that came together in this project was the flavor names. I wanted the names to connotate the assault that the sour candy would have on the senses. After figuring out what vibe the brand would have from the flavor names, I decided to go with branding that can be a mixture of edgy, fun with a little in-your-face style. The skull fruit plays its part by reminding you it is going to be intense but also to be a deceptive with the bright colors.
Behind the Ads
The edgy, fun and in your face nature of the branding is carried through to the ads also pulling from the graffiti vibrancy and edgy vibe. It's the brand that will challenges you, "Can You Survive the Sour?" and has guerilla marketing by putting these "taunts" with the logo all over the towns on walls, benches, bus and subway stops, etc.
Inspiration
The inspiration for the brand styling was pulled from the edgy and colorful vibes coming from graffiti art and from the name Dead Sour itself. The ideation that came from those two alone was something I really enjoyed.
These strong colors are the perfect mix of bright and edgy by being and having a darker shade that can be used as a partner for the patterns. All of these color sets were chosen to go well together as well so whether the packages are together or on their own, they look like they are from the same candy brand.
Color Palette & Typefaces
