The Twinkies Redesign Excites the Imagination and the Sweet Tooth

By: Amelia Roblin - Published: Dec 14, 2012 • References: cristinacastrocreative & thedieline
The enticing Twinkies Redesign paints a scrumptious picture of a fantasy land in which cakes are as large as cars and even delicious-sounding words can be tasted. This bold and mouthwatering packaging project would be Hostess's attempt to rebrand the beloved line of sweet snacks. The creative Cristina Castro certainly makes it work a treat.

The cartons and pouches that enclose the cupcakes, donuts and truffles have been covered in a bright sky blue and kept free of borders and any restrictive formatting. Handwritten text is scrawled loosely across the wrappers in various colors and sizes, serving to describe the contents of each package.

Illustrations of fluffy clouds, sugar-coated lips and active cartoon characters communicate significant messages behind the Twinkies Redesign. Lightness, sweetness and health are promoted to accompany the scaled-down serving sizes. Stats for Delightfully Doodled Branding Trending: Older & Mild
Research: 1,271 clicks in 180 w
Interest: 1.6 minutes
Concept: Twinkies Redesign
Related: 74 examples / 57 photos
Segment: Neutral, 4-35
Comparison Set: 27 similar articles, including: bottle-like beverage branding, picnic blanket branding, and lighthearted highway branding.