Twyst
Brand Strategy - Brand Identity - Illustration - Packaging Design - 3D Product Visualization - Website Design - Photography Art Direction - Retail & Sales Materials
People:
Micah Maraia, Owner & CEO
Tyler Michaletz, Design Director
Zach Holloway, Design Director
Jenae Michaletz, Designer
Jonathan Terry, Designer
Skyla Seifert, Designer
Eli Meehl, Designer
Sara Moen, Junior Designer
Tegan Brunner, Junior Designer
Opal Lawrence, Junior Designer
Vertical Rail, Photography & Social Content
Moonshot Beverage came to Forma with an idea for a new kind of drink mix. Through Forma’s Build program, the team took Twyst from idea to shelf, from strategy and naming through product, packaging, and launch.
I was part of the Forma design team on Twyst, working on the brand from early concepts through launch. Alongside design directors and fellow designers, I helped shape the identity system, packaging across the lineup, the website, and retail and sales materials, and helped art direct the product photography.
Wellness doesn’t have to look serious. For Twyst, flavor drives the identity, each gets its own color palette and illustrated fruit, tied together by custom graphics and a pattern pulled from the logo, so the lineup reads as one family on shelf while each flavor stands on its own.
Twyst launched with more than $1M in first purchase orders and became the top-selling mixer brand at Albertsons Safeway during its launch period. During this time I continued working on the brand as it grew into new stores and new flavors, including the sales and creator materials that helped get it there.
Sales Assets & Customer Activation
Sales Decks - Influencer Kit Experience - Packaging Structure - Dielines - Prototyping - Packaging Design Creator Content Art Direction
Getting Twyst into stores and into people’s hands meant speaking to three different audiences. I worked on these pieces from early strategy through final design, each one built around what its audience needed to see.
For retail buyers, the sales deck framed Twyst as an everyday wellness choice, leading with who it’s for and why now, then backing it up with how it wins on shelf and where it’s already selling.
For creators, Welcome to Wellness is an unboxing kit created in a three-week sprint. Every surface was designed to be opened on camera, from the gradient lid reveal and “What’s Inside” panel to custom inserts that frame the variety pack and branded tumbler. The kit moved from sketches and dielines through prototyping, vendor collaboration, and production.
For shoppers, creator content coordinated with Vertical Rail showed Twyst where it lives, in the car, at the gym, and on the go.
