Pretzel’s are a twisted type of baked good. Pun intended. This identity designed by Jeremy Slagle leverages smooth typographic selections, customized logotype and some awesome patterns and colors to standout and step away from a typical snack package design.

A lot of times it’s easy to choose a typeface and tweak it a bit to have some visual metaphor that sticks with a consumer. However, Slagle takes it much further by custom drawing a typeface that matches the “B” pretzel formation. This makes for a truly unique logo that sets the bar high for other brand touch points for the pretzel stand storefront and packaging.

The brand comes to life as the designer uses handdrawn typefaces as textures, patterns and colors as a device to standout from other stands, and fun, playful graphics.

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