Sweet Nothings was never meant to be just another album drop — it was a playful, immersive experience. By reimagining the rollout as a full cereal brand, I designed a character-driven universe starring Rapta’s real-life dog, Rufus, that crossed music, fashion, packaging, and interactive play.
Year
2023
Client
Rapta
Service
Creative Direction
Tools
01
The front cover was a cereal box. Branded “Sweet Nothings,” it featured Rufus the dog as the happy-go-lucky mascot. A custom-designed back-of-box included:
A word search of the album’s track list
A maze to “help Rufus find his bowl”
A faux nutrition label (“100% Botox & Education”)
02
The visuals extended the brand playfulness with:
3D render teaser loops
Animated GIFs
Story art that mimicked cereal ads and old-school toy promos
03
Fans didn’t just buy a shirt — they unboxed it like a prize. Key merch pieces included:
A bright blue tee with full-back Rufus character print
A “Sweet Searcher” word-search tee featuring track titles on the back
A DZN_ custom cereal box with merch neatly packed inside
04
A custom Canvas loop matched the playful tones and candid feel of the album cover — creating a moment of visual continuity for the listener.
05
Rapta’s real-life dog Rufus became the brand anchor — featured on the box, shirts, and social campaigns. He wasn’t just a mascot — he was the narrative glue, guiding fans through the puzzle-filled packaging and visual storytelling.
Sweet Nothings was successful not only because of the music, but because of how the music felt to receive. Fans didn’t just hear it — they laughed, opened, solved, wore, and shared it. The cereal-box concept became a shareable experience, and Rufus earned mascot status overnight.
Closing Notes
Sea Sick is a song that wrestles with emotional overwhelm, internal tides, and feeling adrift. I translated this into a refined, motion-first visual identity that balanced calm minimalism with organic fluidity — evoking the sensation of drifting through both water and feeling.
