Twist Natural Nut Paste

Diana Zabolotnaya has developed the packaging of Twist natural nut paste

TWIST is a natural nut butter brand that reimagines the everyday consumption experience through the combination of functional design and engaging user interaction. The project is aimed at a young audience that values conscious living, seeks new culinary experiences, and views food as an extension of personal aesthetics and self-expression.

The product’s key innovation is the integration of a mixing mechanism into the jar lid. Designed to solve the common issue of natural oil separation, the built-in mixer allows users to quickly and conveniently blend the oil and nut base directly inside the package. As a result, the packaging becomes more than just a container—it transforms into an essential part of the product experience, merging functionality with interaction.

The visual identity is built around the concept of movement and rotation. A custom-designed logotype and the circular arrangement of informational elements encourage users to rotate the jar in their hands, performing a literal “twist.” This action becomes a natural extension of both the brand name and the product’s functionality, creating a cohesive concept in which design, function, and user experience operate as a unified system.