Super Sours sells premium sour gummies and gushers to a customer who shops with their eyes first. The brand already had a distinct, high-volume personality. What it did not have was a storefront that carried that personality all the way through to checkout, or a way for customers to assemble their own mix rather than buying fixed packs.
The brief was to build a WooCommerce store that felt like the candy — bold, fast, unmistakably Super Sours — and to make the flagship product experience a Build-a-Box configurator that customers could actually enjoy using on a phone.
We treated the product configurator as the centre of the build rather than an add-on, and designed the rest of the store around it.
We mapped how customers actually shop sour candy — by flavour and by intensity, not by SKU. That shaped a product architecture organised around flavour identity, and confirmed that a fixed-pack-only catalogue was leaving mixed-basket revenue on the table.
The Build-a-Box configurator went through several passes to keep it usable on a small screen: clear running count, instant feedback as items are added, and no step that requires a page reload before the customer can see what is in the box.
The visual direction leans into the brand’s loudness — saturated flavour colours, heavy display type, and product photography given room to dominate. Each flavour carries its own colour so the range reads at a glance on a category page.
Built on WordPress and WooCommerce with custom plugin development for the Build-a-Box configurator, plus a store locator so customers can find Super Sours in retail. The store was launched with SEO, AEO and GEO groundwork in place rather than retrofitted afterwards.
