Food doesn’t have to be serious to taste seriously good. In fact, the guys at Twisted think just the opposite. Riding the wave of viral fame with their cooking channel, they needed a visual identity that was just as bonkers to expand into lifestyle brand territory.
WHAT WE DID
Brand Strategy, Brand Identity, Packaging Illustration, Animation, Digital, Social, Brand Guidelines.
BRINGING PERSONALITY TO THE PLATE
Twisted have turned the way people follow recipes on its head, and hit the delivery-only restaurant market at just the right time. Their wacky approach is backed by a smart brand strategy and vision: inspiring a love of food by simply having fun with it. Like them, we needed to create a surprising, mischievous brand that dared to be different.
SERVING UP 90’S NOSTALGIA
The brand needed to elevate Twisted from the cluttered world of Facebook recipe videos into a cultural influencer - so we went retro with it. A new visual identity inspired by 90’s cartoons perfectly straddled the space between child’s play and adult wisdom. Every dish on their menu took on extra character when we turned them into illustrated food animations with their own personalities, ready to be slapped all over takeaway packaging.
THE BEST MESS / EATEN MESS
Our art direction isolated dishes against a vibrant backdrop - attention-seeking, messy and ready to celebrate food in all its glory. 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.
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