Twist Branding
Needham, MA
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Deliciously Different.
But this transformation didn’t happen overnight.
We began by listening. We spent time understanding Twist’s uncompromising allergy-free philosophy, their “No-No” ingredient list, and their commitment to creating crave-worthy food without gluten, tree nuts, or soy. What stood out wasn’t just what they avoid – it was what they champion: flavor first, allergen second. Twist’s ethos prioritizes creating bold, irresistible flavors while maintaining strict dietary standards, proving that allergy-friendly food doesn’t have to compromise taste.
To uncover and articulate this inside, we engaged in both qualitative and quantitative research. Interviews and customer surveys helped surface the attitudes, needs, and expectations of their audience. This research gave us confidence in Twist’s ability to own their allergy-friendly positioning while leading with Flavor First, making their brand purpose tangible and credible.
From there, we audited every customer touchpoint. Packaging inconsistencies revealed a bigger opportunity. The brand wasn’t being told – or sold – in a unified way. So we refined their positioning around being “deliciously different,” elevating their mission vision, purpose, and legacy into clear brand value statements that could guide every decision moving forward.Visually, we refreshed the logo to feel more sophisticated while continuing to capture the whimsical nature of the original mark. We built an identity system that balanced handcrafted warmth with clean clarity – mirroring the brand’s careful ingredient standards. Color palettes, typography, photography direction, iconography, and packaging architecture were all designed to work together seamlessly, whether on a cafe menu board or retail shelf.
Verbally, we shaped a tone that felt transparent, optimistic, confident and all-inclusive – never preachy, always inviting. We translated complex dietary standards into accessible language that reassures without overwhelming.
The final deliverable was a comprehensive Visual and Verbal Guideline – a true playbook for growth. It empowered their team to roll out everything from packaging to in-store message with consistency and intention.
