Butterfly Twists is a fashion brand that sells pumps, wellies and ballet shoes that fit perfectly into the lives of young urban women. Our key thought – ‘Never stick, Twist’ – captured the role of the brand in empowering women to get ahead of the curve. Our take on the brand’s butterfly logo became a living, breathing entity that grew, tessellated and multiplied as it spread its wings. Not just a framework for brand consistency and recognition, it could also be a platform for visual twists, layers and reveals, whether it be shoeboxes or window displays. Vibrant brand colours and a tone-of-voice injected a sense of pace that did the rest.