Twix has collaborated with design studio JKR for a rebrand. The new logo retains the characteristics of the existing logo while adding a modern feel. The rounded 'T' shape used from 1979 to 2010 gives it a retro feel. Some fans were disappointed when the 'pause' icon on the 'i' of the old logo was removed.
Twix has launched a global campaign, “Two is more than one,” along with a new brand identity. The company has shifted from the previous method of dividing the product into a left and right bar to a message of enjoying both.
The campaign was inspired by the recognition that younger generations are tired of polarization. “Our fans are looking for a more fulfilling life, and we’ve reimagined Twix from a choice of one to one,” says Rankin Carroll, Mars Snacking’s chief brand officer.
The featured video consists of a 60-second commercial that pays homage to a vintage car chase, visually expressing the brand message through two identical vehicles racing down a desert highway and eventually overlapping each other to form one vehicle.
