A bioengineering company harnessing the power of AI to produce sustainable alternatives for the world’s most common (and harmful) product ingredients.
AI Inspired, AI defined brand system
twig is reengineering the world’s biggest little ingredients in order to change harmful production practices, and create a brighter, more sustainable future.
Their AI-led bioengineering lab is using big science to tackle even bigger problems: the environmental destruction caused by hyperintensive farming practices and the global reliance on petrochemicals. These are frightening ideas that can turn people away - and twig wanted to stand apart from the doomsayers.
For twig’s science-forward solutions to have their full impact, they needed to invite people in. They needed a brand that showed their personality and their optimism in every moment - to position bioengineering as an exciting and accessible solution for everyone.
For twig, it was always about their science, and what it could achieve for the world. Creating their brand identity was an intensive, collaborative process that started with their AI-led lab work, and showcased the personality of the team implementing that work. We went through every part of their discovery and production process, step-by-step, to understand how twig makes new ingredients.
Their new brand is built around the colon, which appears in their AI-led strain identifier system, and signals the twig promise of something more - something better - to follow. Carefully balancing rigorous design structures, the creativity and promise of AI-generated imagery, and down-to-earth human language, twig’s self-expression now matches its own internal structures - making for a truly cohesive brand identity.
What we did
We made sure twig achieved total synchronicity between the work they do, and the way they present that work to the world. This included:
Full discovery and consultation of what twig was and could be
Comprehensive brand toolkit
With guidelines for AI image generation, as well as tone of voice, visual expression, and design
Including a twig kitemark, photography and videography, an animation library, and a full stationery suite (PPT template, pitch deck template, letterhead & business card)
Social identity & launch materials
twig needed to be ready to be visible, and ready to scale. So building assets & templates in Canva was a great way to ensure they had full creative control of their brand. We created their templates and style house with a professional Canva account and they took care of the rest.
Web UI/UX & build
The website for twig had to walk the line of building anticipation, expertise and explaining exactly how impactful and different their technology truly is. Integrating their tone of voice, people, photography and video are connected by playful transitions in colour, type use and animations. Their personality bursts through every page, explaining their technology and showcasing the talent they're building.