Twix has unveiled a new visual identity alongside a $70M campaign themed around unity, moving from its previous 'pick a side' slogan to 'have it all'. The campaign's television spot, 'Two is More Than One', channels classic car chase aesthetics and highlights the brand's dual-bar format. The redesign, led by JKR, modernizes Twix's iconic logo while embracing elements from its heritage. Twix aims to resonate with fans who value abundance, encouraging customers to appreciate both halves of the confectionary experience.
Centered in the human insight that our fans are fostering maximalist living and abundance, we have reimagined our Twix platform from the idea of having to choose (left or right Twix) to one of having it all.
The ask was simple: give this iconic brand the same love people have for its products. So we did what we do best, refreshed, modernised, and dialled up the distinctiveness.
A repositioning that pairs uniquely with the Twix brand and its two-bar format. 'Two is more than one' is so simple, so obvious and we're really looking forward to showing up in new ways.
Indeed, the agency does appear to have jumped on the current trend for resurrecting heritage logos with a modern edge. The curly 'T' appears to be a direct homage to previous iterations.
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