This project was developed as part of SCAD’s Graphic Design Studio II course, where I reimagined the iconic Hostess brand, known for its nostalgic snack cakes, to create a more playful and engaging identity. The goal was to modernize the brand’s visual presence while preserving its nostalgic charm, ensuring it resonates with both longtime fans and a younger audience discovering Hostess for the first time.
The rebrand is inspired by the distinctive shape of the Twinkie and the iconic swirl pattern, elements that have long been associated with Hostess’s brand identity. These features served as the foundation for a refreshed visual system that emphasizes fun, movement, and indulgence. The motion design for the logo reveal brings these elements to life, integrating the swirl motif and rounded forms reminiscent of the Twinkie’s shape.
Beyond motion, the rebrand extends into a comprehensive visual system that ensures a cohesive brand presence. Redesigned packaging incorporates the Twinkie shape and swirl, creating a dynamic composition that enhances shelf appeal while maintaining brand recognition. In-store displays further emphasize these elements, drawing customers in with playful patterns and bold typography that mirror the soft, curved forms of Hostess’s signature products.
