The home of outrageous food
Twisted's fun and mischievous approach to food became a viral success across their content channels. Having transformed the way people enjoy food and follow recipes, they commissioned LoveGunn to develop a brand identity that could transform their philosophy into a lifestyle and community.
LoveGunn strategised around Twisted's unserious approach to food to create a refreshing and relatable brand. Breaking away from the trend of overcomplication and elitism that can make food feel fussy and unapproachable, we worked with simple and playful concepts to reflect the community at the heart of Twisted: people who just enjoy food.
Organically owning a unique position with fun and playful food, Twisted already had strong brand elements for LoveGunn to work with. We worked to create cohesion across their platforms and assets and deepen the sense of ownership they have in that space. We developed a brand identity that was robust enough to grow a philosophy into a community and a lifestyle, and agile enough to work across their global content, merchandise and delivery service.
Elevating Twisted from its origins in the cluttered world of Facebook recipe videos to a global cultural platform, we worked with concepts of nostalgia and recognisable forms of 90s cartoons to straddle the brand across youthful playfulness and adult indulgence.
Our art direction isolated dishes against a vibrant backdrop that was attention-seeking, messy and ready to celebrate food in all its glory. LoveGunn deisgn a character for every dish on the Twisted menu, transforming them into illustrated food animations that could be used across all assets, from digital activations to delivery packaging.
Unexpected photography, bold flavours and toy-town characters defined a look that transported the eater away from perfectly plated dishes with zero personality - and was guaranteed to get the heads of 14 million followers turning.