A new pretzel brand who strives to revive pretzels as a go-to snack and better-for-you alternative needed a fresh and engaging brand with a strong retail presence. Pretzels are an interesting segment filled with legacy brands, limited innovation, and very few newcomers. Store audits resulted in familiar category normalities with shelves of browns bags all promoting the exact same flavor expectation and energy level. Twigz had an approach to celebrate it’s seasoning, use pop colors, and package it all up in a resealable zip pouch for convenience. I developed the brand identity, package design system, photo direction, brand guide, and made sure this Canadian product met all requirements to take over all of the North.