How Shapes and Twisties Packaging Became Aussie Pop Icons
Walk down any supermarket snack aisle in Australia and you’ll see a burst of colour, quirky typography, and familiar mascots smiling back from crinkly bags. Shapes and Twisties, two of Australia’s most beloved snacks, aren’t just pantry staples. Over the decades, their packaging has become part of the national visual language, reflecting shifts in graphic design, marketing trends, and Aussie culture itself—and you can even find them stocked at the Aussie Food Shop.
Humble Beginnings
Arnott’s Shapes first hit shelves in the 1950s. Twisties have been around since the early 1950s, initially made in Melbourne. Their original packaging was simple, often just a logo and flavour on a plain background. It was practical and focused more on protecting the product than building a brand experience.
In those early days, design was constrained by printing technology. Packaging used limited colour palettes and minimal graphics. Fonts were bold and blocky for legibility, and illustrations were often hand-drawn. Still, even in those simpler forms, there were early signs of personality. Shapes had their neat boxes, and Twisties used a curvy, fun logo that hinted at the unique voices that would later evolve.
The Colour Explosion of the ’70s and ’80s
The 1970s and 1980s brought an explosion of color, pattern, and playfulness. This was a golden era for packaging across the board, and Aussie snack brands weren’t left behind. Shapes moved toward brighter boxes with more pronounced flavour cues. Richer colours, exaggerated images of the crackers, and a more upbeat typeface all became part of the look. Twisties, on the other hand, leaned hard into fun.
By the ’80s, Twisties had adopted a cartoonish style that matched the light-hearted, slightly chaotic feel of the product. The swirling logo, wavy text, and use of bright primary colours gave it a strong shelf presence. It wasn’t just about food anymore. It was about energy, excitement, and youth. Mascots began to appear, further enhancing the fun factor and transforming the brand into more than just a snack. It became a vibe.
’90s Edge and Attitude
The ’90s brought edge. Pop culture was shifting, and snack packaging followed. Shapes boxes became more graphic-heavy, with stylised cracker illustrations exploding off the box like action shots. Fonts got sharper. Flavor names became bolder, with words like “Pizza,” “Barbecue,” or “Cheddar” rendered in thick, vibrant letters, often outlined for maximum impact.
Twisties got a bit weirder, in a good way. The packaging leaned into surreal, abstract graphics, sometimes bordering on psychedelic. The mascot, once a side character, moved to the front. The brand voice became cheeky, slightly absurd, and unapologetically loud. Twisties embraced the “twist” both in name and visual identity, creating a look that was distinctively Aussie and unmistakably fun.
2000s: A Digital Influence
As digital design tools improved, packaging became more polished. Gradients, 3D effects, and photo-realistic textures began to appear. Shapes leaned into a “more flavour” narrative, with packaging that zoomed in on the crackers themselves, covered in specks of seasoning. Some even used visual “flavour waves” radiating off them.
Twisties doubled down on their legacy look but gave it a cleaner, more refined structure. The typography became more sophisticated, but the logo kept its iconic swirl. Packaging included more callouts, such as “now cheesier!” or “limited edition!” to tap into modern marketing psychology.
This era also saw the rise of limited editions, seasonal flavours, and crossover products, each with its own custom design. Packaging became collectible. It became a way to engage a younger audience looking for novelty.
2010s to Now: Nostalgia Meets Minimalism
Today, both brands strike a balance between innovation and nostalgia. Shapes boxes have gone through several redesigns. Some sparked backlash when fans felt that the classic look was being compromised. That’s the thing with iconic design. Change it too much, and people notice. Brands now walk a fine line, updating just enough to stay fresh while keeping visual elements that signal trust and familiarity.
Twisties continue to experiment with quirky, limited-release flavors like “candy cane” or “burger” flavors. But the core look remains: the wild, loopy logo and electric colour scheme. It’s loud and proud, and it still works.
Both brands also have fun on social media, highlighting their design quirks and interacting with fans who have genuine emotional attachments to the packaging. Memes, retro throwbacks, and fan-made redesigns have all helped keep Shapes and Twisties in the cultural conversation.
The Design Legacy
What makes Shapes and Twisties packaging so enduring? It’s the mix of consistency and creativity. Both brands have maintained their core identities. They use distinctive logos, bold colours, and playful language while evolving just enough to stay relevant. They don’t chase trends. They absorb them and make them their own.
They’ve also tapped into something deeper. A snack wrapper can trigger memory. That twist-top bag, that bold font, that cheesy smell—it’s more than just marketing. It’s nostalgia, joy, and a bit of Aussie irreverence all rolled into one.
Graphic design, at its best, doesn’t just sell a product. It tells a story, creates a feeling, and earns a place in culture. Shapes and Twisties have done exactly that. Their packaging isn’t just eye-catching. It’s iconic. And in a world of fleeting trends, that’s something worth celebrating.