Old World Spices had a good news/bad news scenario on its hands. Rapid expansion meant its Twist’d Q offerings could suffer from a piecemeal strategy and brand packaging in a rush to add new products onto store shelves. That’s bad. But that’s where we came in. That’s good.
First, we reassessed the current branding and identity, making improvements in the positioning, while still keeping the lip-smacking, fun, frisky and aggressive nature of existing Twist’d Q product names. We revamped the logo and graphic elements to match that backyard bragging-rights tonality and created new product names that played off the fun aspects of grilling and chilling. Creating a flavor system to unify the products combined with new eye-popping illustrations positively screamed the brand’s personality.
So, we tested variations via online consumer research, tweaking and—dare we say it—twisting the packaging to propel Twist’d Q to the front ranks of award-winning, trash-talking, sizzling and Pitmaster-approved seasonings. Tasty.
How successful was our approach? Let’s hear from Chief Marketing Officer Rob Persaud:
“Once again, Pivot came through with a category-shattering packaging design and brand logo that brought humanity, attitude and accessibility to a category ripe for disruption. Pivot was involved from day one, and you can see their fingerprints all over the work…from the trademark spelling itself to the naming of flavors to a color palette that pops at shelf while delivering on BBQ appeal. We are so proud of not only the final product with all of its intricate details thought through and executed upon, but equally important, the intellectual discourse with Pivot that made the process such a true partnership.”
Role: Creative Director
Agency: Pivot Marketing Inc.
Client: Twist’d Q
Team: Sarah Wielusz, Heather Bult, John Tomkiw, Romina Kuppe, Gina Vaca-Loyola, Michael Bast
