Twisted is a juice brand I conceptualized that brings cranberry juice into a new light for a younger consumer. Cranberry juice is typically made with lots of sugar to mask the bitterness of the fruit. Twisted is different by embracing the cranberry as it is while adding in other fruit to compliment the flavor, not mask it. Because of the bold color of the juice, I wanted to keep the label clean and modern: the only other color being that of the other fruit and the bottle cap. For the ad campaign, I broke out of the black and white, but maintained the boldness with a radiating cranberry pattern and fruit glasses to relate to my core consumers: those that aren’t afraid to stand out.