Twister’s identity refresh highlights its iconic ice cream shape

Summer staple Twister ice cream has received a rebrand courtesy of creative agency Sunhouse. Adapting its word mark and packaging design, the change aims to reflect “Twister’s playful and imaginative character in a way that is still recognisable,” for fans rummaging in the back of the freezer.

The key change of Twister’s identity is the adaptation of its brand marque, described by the agency as “modernised with smaller and lighter typography” made in collaboration with type designer, Rob Clarke.

In the previous iteration of this marque the brand’s title was outlined a number of times, and featured a render of the product to spell the ‘I’ in Twister. The new version removes much of this decoration allowing for a bolder, more direct brand marque. The render is replaced with an illustration which fits in more stylistically with this typographic change. There is also the extra detail of reworking the ‘W’ in Twister too, replicating the twist quality of the ice cream to loop round. “Twister has always had a sense of excitement,” adds James Giles the owner and creative director of Sunhouse. “By simplifying the clutter and amplifying core equities, the brand’s playful confidence can shine through in a way that is refreshingly positive and effortless.”

On its multi-pack packaging the recognisable twisted shape of the ice cream also makes a new border, not only to “aid shelf standout and navigation, but also create a stage for the iconic product to shine,” says Sunhouse. The packaging designs also place more of an emphasis on fresh fruit, following a brand change to “fulfil its promise of better ice cream and healthier, happier children,” explains Ian Maskell, the VP of Brand Development of Unilever, the consumer goods company which Twister within.

The identity refresh in this area of consumer goods is no new challenge for Sunhouse, having also worked with Magnum in a similar context. The creative agency, based in Bath, also counts Bottle Green, Marmite, Dove and Nickelodeon amongst its vast client list.