Twister is an iconic product, loved by generations, but the time has come for it to send a new message of ‘positive nutrition.’ We were tasked with updating the identity to align the brand with Unilever’s commitment to market responsibly to kids, whilst also bringing out Twister’s intrinsically playful personality.
We cut the clutter and amplified the core equities so that the brand’s imaginative confidence could shine through in a way that is both refreshingly positive and effortless.
A brand marque created in collaboration with type designer Rob Clarke modernises the brand. Deliciously twisted sidebars aid standout and create a stage to showcase the iconic product. Images of real fruit and a more natural textured background drive taste appeal and reinforce permissibility.
With a focus on maximising deliciousness in a wholesome and contemporary way, Twister’s new identity credibly delivers its message of positive nutrition without any compromise on its character.
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