Brand Evolution

Unique

Voice & Identity

    Meet the newest evolution of the Unique Pretzels sixth generation brand with an irreverent new look, feel, site, and social presence.

    The story of Unique Pretzels is as incredible as the split-open pretzel they pioneered and perfected generations ago, but not all of their character was coming through in their branding. We elevated their aesthetic with a fresh new face that helps convey their authentic charm and whimsical personality. We blended texture, color, and typography to help modernize their timeless character without compromising their history, which culminates in a new History section that tells the (sometimes embellished) history of the Spannuth family back to 1755. Along the way animated characters and historical etchings bring life to two-and-a-half decades of events.

    After establishing a look and voice for their online home, we set out to apply the same aesthetic across their social media channels. A brand with all of their subtle quirks and charm needs to ensure it's coming through cohesively wherever Unique is starting conversations about their pretzels. With that in mind we collaborated with them to tell different stories that people would laugh at, identify with, and be inspired by. From ridiculous possible origins for their different pretzel styles to unexpected recipe-focused applications for their products we continue to explore the possible tales to be told centered around their storied pretzels.

    Sourdough Craft Beer Pretzel Rings

    Unique Pretzels is once again bringing innovation to the industry with the release of their new Sourdough Craft Beer Pretzel Ring, a ring-shaped sourdough pretzel made with real malted barley and hops.