The Sour Bubble Gum visual identity is built to translate taste into a bold, visual language that can be felt before it is tasted.

The art direction is rooted in exaggeration and expressive storytelling, inspired by pop culture, street art, and contemporary cartoon aesthetics. The goal was to visually simulate the physical reaction of sourness through form, color, and typography.

At the core of the identity is a highly expressive illustrated character, designed as a visual metaphor for the sour experience itself. Facial expressions, distorted proportions, and dynamic poses reflect the intensity of flavor, turning taste into emotion. The character is not decorative, but narrative, acting as the brand’s emotional anchor.

Typography plays a key role in amplifying impact. Oversized, dripping letterforms reference slime, candy texture, and melting sugar, reinforcing the sensory nature of the product. The typographic style is intentionally loud and imperfect, enhancing the feeling of energy, rebellion, and playfulness.

The color palette is based on high-contrast neon tones, primarily acidic greens, vibrant yellows, and bold pinks. These colors were selected to visually represent sourness while maximizing shelf visibility and instant recognition. The palette also creates a strong visual tension that mirrors the sharp taste profile of the product.

The packaging system was designed to function beyond a single SKU, allowing flexibility across flavors while maintaining a strong, recognizable brand structure. Visual consistency is achieved through character style, typography, and composition, while color variations differentiate flavors.

The art direction extends beyond packaging into retail and lifestyle visuals, creating a cohesive brand universe. Every visual element works together to attract attention, provoke curiosity, and establish an immediate emotional connection with a young, bold audience.