Where did the creative inspiration for the Sour Jacks® site come from?
Our inspiration came directly from the product itself: playful, packed with flavor, and totally addictive. We wanted every scroll, click, and interaction to recreate the taste of Sour Jacks® digitally, so the website is the brand experience — not just a page about it. Neon bursts, glitch effects, and 3D animations helped bring this sweet-and-sour energy to life.

Tell us about “The Way of the Wedge.” How did the brand universe come together?
We built an entire brand universe around that idea — a manifesto we crafted for the rebels, trendsetters, and originals who embrace the sour side of life. The site becomes a gateway into that world: part brand story, part playful digital playground. Every element, from the copywriting to the sitemap to the glitchy navigation menu, was an extension of that philosophy.

What was the biggest technical challenge on this project?
Balancing spectacle with performance. We packed the site with 3D animations, parallax, morphing titles, and game mechanics — but it still had to feel smooth and responsive. Getting that level of visual richness to run seamlessly across devices was a huge milestone.

Was there anything that surprised you during the process?
What surprised us most was how naturally gaming culture fit the brand. Once we leaned into retro arcade aesthetics and glitchy UI elements, everything started clicking. It transformed the site from a product showcase into a full-on experience.

Was there a last-minute idea that elevated the project?
The “Play Mode” concept came together later in the process — turning scrolling into a Pac-Man-style chase with the Sour Jacks® lips mascot made the page feel genuinely playful. The “Join the Jacks” club almost didn’t make the cut either, but framing a simple email signup as joining a movement rather than subscribing to a newsletter gave the site a sense of exclusivity and community. That small reframe turned a standard feature into a brand moment.

How do you describe the outcome?
The end result is a brand world, not just a website. We designed something visceral that stays with you all the way to the candy shelf, where reaching for Sour Jacks® feels almost instinctive. That kind of lasting recall is the real win.

What does this project reflect about how your team works?
If Sour Jacks® taught us anything, it’s that the best digital experiences don’t just represent a brand — they become the brand. We’re bringing that same philosophy to everything we build next.

What is your team building next?
Our web design project for Bon Appétit Management Company is another food and beverage digital experience packed with flavor, though it represents a very different side of the industry. We’re excited to show people the ways their website can become an integral part of their brand, telling the story, building emotional connections, and looking good doing it.

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