KNOTS
The Brief
Create a bar snack brand based on randomized
constraints: the product had to be sweet, designed to
pair with wine spritzers, and targeted specifically at
fashion students.
Researching Sweet Bar Snacks
I explored the market to see how sweet snacks could work in a bar setting, looking at flavours, textures, and presentation. Since most bar snacks are savoury, I focused on identifying sweet options that could feel just as satisfying, considering which flavours would complement different drinks and enhance the overall experience.
the brand
Knots is a bar snack brand where each flavour is inspired by a distinct fashion aesthetic- Streetwear, Coquette, Clean Girl, and Y2K. By tying flavours to these recognisable styles, Knots taps into Gen Z’s passion for identity and trend-driven self-expression. Each snack becomes more than just a treat- it’s a playful extension of personal style, blending taste with culture for a uniquely customisable experience.
Target Audience
Knots is for the Gen Z crowd who love snacks with as much personality as their outfits. They’re into bold, playful designs that make a statement and start conversations—whether they’re hanging out between lectures or sipping spritzers with friends. For them, a snack isn’t just something to eat, it’s part of the vibe.
Designing for Fashion Students
Designing for fashion students means celebrating individuality through visually striking, trend-aware aesthetics. Fashion is highly subjective, so every detail needed to feel intentional, playful, and reflective of personal style while staying on-trend. The goal was to create something bold, shareable, and expressive- allowing students to showcase their unique style and make the design part of their identity.
Graphic Language
The graphic language of Knots is playful and bold, with a key focus on the interchangeable “O” in the pretzel shape. Each “O” is designed to reflect its flavour’s aesthetic- Streetwear, Coquette, Clean Girl, or Y2K—while the rest of the logo remains consistent, creating a cohesive yet customizable visual identity.
Tone of Voice
Knots has a playful, confident, and cheeky voice that’s relatable to a younger, trend-savvy audience. It’s bold, fun, and a little mischievous, perfectly matching the energetic, fashion-forward personality of its consumers. The tone makes the brand feel approachable, memorable, and full of style, connecting effortlessly with its audience.
