SPK Layers

Sour Patch Kids has always been celebrated for its cheeky charm and signature sour-then-sweet kick. But with Gen Z craving more multi-sensory, layered experiences, the brand set out to push boundaries—dialling up the mischief and bringing even more playful chaos to the confectionery aisle.

Enter Sour Patch Kids: Layers, a bold new format featuring dual-texture jellies with a fruit-flavoured burst and a soft, pillowy base, all wrapped in that iconic sour-then-sweet coating. Made in Australia, Layers is designed to surprise and delight—a sensory-packed treat that sparks curiosity, play, and a hit of joyful chaos when it’s needed most.

/ Project Scope

Brand & Portfolio Architecture / Brand Identity / Strategy & Execution / Distinctive Brand Assets Development / Visual Identity Creation / Packaging Design / Bespoke Illustration / Bespoke Typography / Structural Design / 3D Realisation / Production Management

BrandSociety was brought on board to bring this innovation to life—transforming its multi-sensory appeal into bold storytelling and shelf-stopping design. Our approach was rooted in a key insight: for Gen Z, snacking isn’t just about taste—it’s an act of self-expression. Texture, format, and design aren’t mere details; they’re the experience. Playful, personal, and unapologetically shareable.

To bring this vision to life, we reimagined the iconic SPK kid with a fresh twist—mid high-kick, back turned, revealing the discovery of that new layer of pillowy pleasure. It’s bold, it’s cheeky, and it’s unmistakably SPK. We amplified this with creamy textures and activated backgrounds that pulse with flavour, creating a sense of immersive deliciousness.

/ The Results

The design suite is all about layering—visually echoing the product’s unique format while standing out from the range. It’s not just about looking good; it’s about expressing flavour, personality, and capturing the emotional depth of today’s youth: complex, candid, and constantly evolving.

This is more than just packaging—it’s an invitation to experience snacking as it should be: expressive, multi-dimensional, and unapologetically Sour Patch Kids.