A NEW BREED
OF ICED TEA
Putting the 'Tea' into RTD's.
The Challenge:
To develop a refreshed brand identity and approach to packaging for Twistea, with the aim of modernising its appearance and elevating it to feel more premium, distinctive, and competitive on shelf within the RTD category.
The Approach:
The design approach focused on amplifying the wordmark as the central brand asset, drawing inspiration from the concept of a “twist.” This was expressed through subtly manipulated letterforms and the introduction of a more refined, elegant serif typeface to enhance the overall sense of quality and sophistication.
To further modernise the aesthetic, the previous background heavy design was simplified, replacing it with bold, minimal fruit illustrations that clearly communicate flavour while creating stronger visual impact. This reduction in visual noise allows the product to feel cleaner, more confident, and more contemporary.
Additionally, the Twistea logo is positioned vertically along the side of the can. This ensures consistent brand visibility in hand transforming to a horizontal orientation when the can is tilted to drink maintaining clarity and reinforcing brand presence through interaction.
Alternative Concepts Presented
Route 1 – Twisting Tea Leaf Identity
This direction is rooted in the form of an intertwined tea leaf, which becomes the foundation of the entire visual identity. The twisting leaf motif is developed into a flexible brand asset, appearing across packaging, logo marks, and supporting graphics. Its organic shape introduces a natural, fluid quality while still feeling distinctive and ownable. This approach allows for a cohesive system where the symbol can adapt across different flavours through colour and subtle variation, maintaining consistency while offering visual interest.
Route 2 – Typographic Twist
This route explores a simplified and modern expression of the brand through a subtle twist within the wordmark itself. By manipulating the letterforms particularly introducing a gentle wave or distortion the concept of “twist” is communicated in a clean and understated way. This approach creates a versatile identity that can be applied consistently across the brand world, from packaging to digital and campaign assets, while maintaining strong legibility and impact.
Route 3 – Illustrative Premium Direction
This concept takes a more premium and expressive approach, using detailed, stylised illustrations as the central visual feature. Each flavour is brought to life through bold, decorative compositions that create a rich and immersive brand world. The use of colour, pattern, and storytelling elevates the product, positioning it as more sophisticated and lifestyle-driven, while also helping each variant feel unique and collectable.
Reason for the choice:
The client felt that the selected direction most effectively represented their brand, offering a stronger sense of premium quality and contemporary style. It achieves a balanced combination of bold, vibrant fruit illustrations and refined, sophisticated typography, creating a distinctive yet cohesive visual identity. This blend allows the design to resonate with a broader audience while maintaining both personality and a premium feel.
