Our mission was to promote Chupa Chups to a wider audience.

But to stand out in a fiercely-competitive marketplace, the brand needed a design idea that had its own clear voice.

A distinctive visual identity that would create a new occasion to enjoy Chupa Chups in a fresh way, both instantly and effortlessly.

Even kids deserve a sweet escape (from arduous tasks like homework, music practise and tidying-up).

Every intricate detail was meticulously crafted to convey the arduous monotony of homework, music practise and tidying-up.

In terms of execution, we used different compositions, textures, colours and layers to create less-than-desirable moments for kids—making the temporary escape feel that much sweeter.

Chupa Chups had found its voice. The posters became a striking representation of its brand. The meticulous craftsmanship became a symbol of its unwavering devotion to confectionery—whilst creating a new occasion to enjoy Chupa Chups.