Intentional proving ground · Positioning + brand
Dipped & Twisted
A product idea is not a brand. A logo is not a launch plan. This was a chance to build the whole thing in the right order.
The starting point
The concept needed a clear position, personality and digital experience that made the product immediately understandable.
Build the system, not the decoration
Worked from problem to strategy to brand to website rather than decorating first and deciding what it meant later.
Where it landed
One coherent brand and customer experience, built as a system rather than a collection of assets.