Entering a saturated confectionery market, Dead Sour needed an identity punchy enough to grab the attention of teens and young adult consumers. The brief called for an edgy, high-impact brand direction that balances extreme flavour intensity with an approachable, playful attitude, while also remaining flexible across a growing product lineup.

The visual identity centers on a high-contrast, minimalist system anchored by a cheeky Grim Reaper mascot and chunky sans-serif typography. To ensure seamless scalability, I designed a modular packaging framework with an adaptable colour-coded palette, allowing new flavours and promotional assets to roll out cleanly without losing core brand recognition. The result is a bold, character-driven brand ecosystem, giving Dead Sour an instantly recognizable, rebellious edge on store shelves and digital feeds alike.