CS · 001 / TWISSTAR
BUILT LOUD — A FIVE-YEAR BRAND BUILD
2016 — 2021 BRAND · DESIGN · COMMERCE
EN DE
Four TwistStar drill brushes laid across the brand emblem, a cordless drill at the top edge.
00 / OPEN
CASE STUDY 001 — TWISSTAR · 2016—2021

One brush.
Every surface.
Built loud.

An unbranded, patented rim brush. Five years later: a lifestyle brand — strategy to F3 livery, one hand.

Client
TWISSTAR Utilities GmbH
Role
Strategist · Lead Designer
Years
2016 → 2021
SCROLL

The claim, in numbers.

5 yrs
At the wheel
1 → 10
SKUs in range
3
Storefronts live
FIA F3
Livery to podium
Year five — a dense collage of the TwistStar brand world: packaging, F3 livery, catalogue spreads, social tiles, transporter, workwear.
DAY 0 · A PRODUCT YEAR 5 · A WORLD
+ACT I

The brief.

A product without a name, handed over with one request.

01 / DAY ZERO
— What was on the table.

A patented brush.
Nothing else.

A rotating brush that clips onto any cordless drill and cleans alloy wheels 15× faster — without scratching. Patented, working, real. And completely invisible.

The patented rotating wheel brush — blue body, yellow bristle tip — photographed plain, without any branding.
Day 0 · The Product

No name. No logo. No packaging. No audience. No story.

The patent protected the mechanism. Nothing protected it from silence.

Item
Rotating wheel brush, drill-mounted
State
Patented · functional
Markings
None.
Category
Detailing · D2C · B2B
Channels
Shopify · Amazon · eBay
Activation
FIA F3 · Fleet · POS
Status
Registered Trademark
02 / THE COUNTER
— The ask vs. the answer.

A box can't ship
without a brand.

Black-and-white studio shot — a brush in clear packaging lit under photo lamps, evaluating the pack.
Evaluating Packaging
The Ask

"Design packaging for this product."

One sentence. No strategy behind it.

The Answer

A box needs a logo. A logo needs a name. A name needs a position.

Each requirement pulled in the next. The packaging brief became a brand build from zero.

Scope · Restated
Everything a customer would ever see, hear, or touch — that became the territory.
+ACT II

The build.

Strategy, identity, product, photography, voice, packaging — one hand, decision by decision.

03 / STRATEGY
— Positioning.

Sell the upgrade,
not the chore.

The obvious play: a cleaning product. The strategy went the other way — straight at the tuning scene, where a car is identity. There, the brush isn't a tool. It's an upgrade.

Catalogue page: the TwistStar wheel-cleaner concentrate held in a greasy hand, graffiti headline 'Detailing Performance'.
ANCHOR 01

Speed as headline.

15× faster, patent-backed. The benefit leads.

A silver tuned VW Golf on black with cyan livery and forged wheels, a hand-drawn heart scribbled around it.
ANCHOR 02

Aspirational context.

Show what the buyer wants to become — not what the product does.

Catalogue page: a cordless drill driving the brush attachment, the boxed wheel brush, graffiti headline 'Wheels over heels!'.
ANCHOR 03

Cheeky credibility.

Loud, but accurate. Specs in scene language.

Easy.
A drill is all you need.
Fast.
15× faster than manual.
Clean.
Won't scratch — patented.
04 / IDENTITY
— A modern take on the classic car badge.

Crest weight,
contemporary build.

Feel legacy from day one. The reference: classic car badges. The result: a diamond emblem with a winged brush at its core.

TWISSTAR emblem — diamond crest with winged brush mark and wordmark.

Built to belong on a hood.

Sized to read at shelf distance — or from an F3 onboard camera.

  • FORMDiamond Crest
  • MARKWinged Brush
  • WORDMARKAgency FB Bold
  • LOCK-UPSpinning Brushes
Brand pattern — 45-degree black, white, cyan and lime stripes with plus and heart marks. PATTERN · BRUTALIST STRIPES
MARK · TECHNOLOGY SIGNETS
Icon set — gear, heart and crosshair in circular badges, black and lime. ICONS · TECH / LOVE / AIM
Spinning brushes — the hand-drawn script tagline. ALTERNATIVE LOGO MARK
Stage Black#0A0A0A
Cyan#5BC2E7
White#FFFFFF
Lime#D6E500
DISPLAY · AGENCY FB BOLD
BUILT
LOUD.
— HEADLINES · WORDMARK · SHELF CALL-OUTS
BODY · BARLOW
Spinning brushes for the people who treat detailing as a discipline. Patented rotation. Fifteen times faster. Won't scratch.
— BODY · UI · PRODUCT DESCRIPTIONS · LEGAL
2019/20 print catalogue cover — cyan duotone race helmet, plus pattern and the TWISSTAR emblem. PRINT
Easy Pack retail blister with emblem and tactile cutout. PACKAGING
Wrapped transporter van carrying the emblem and wordmark. FLEET
Team coverall — black with hazard-stripe and lime/cyan panels, chest emblem. APPAREL
B2B catalogue spreads — Pro-Cases and the SB-001 rim brush with specs, pricing and patents. B2B COMMUNICATION
Brand photography — rim brush spinning inside a foamed alloy wheel. IMAGERY
Letterhead — TWISSTAR Utilities GmbH order confirmation with stripe header and emblem. STATIONERY
Social feed grid — tuning cars and the spinning brush in action. SOCIAL
05 / PRODUCT LINE
— One brush became a family.

One handle.
Many attachments.

SB-001
Rim Brush
SB-001 Rim Brush — blue soft rim brush with yellow tips, packshot
SB-010
Easy Brush
SB-010 Easy Brush — yellow soft rim brush with TWISSTAR handle, packshot
SB-007
Rim Long
SB-007 Rim Long — extended rim brush for deep wheels, packshot
SB-003
Carpet
SB-003 Carpet Brush — interior attachment for mats and carpets, packshot
SB-005
Hair Removal
SB-005 Hair Removal Brush — black silicone spiked head, packshot
FR-100
Wheel Cleaner
FR-100 Wheel Cleaner — black pump bottle, 'Felgen Reiniger Konzentrat' with emblem, packshot
PRO
Pro Cases
PRO Cases — open hard case with the full attachment set for fleet and B2B
SB-001 Rim Brush in action — foam on an alloy wheel, yellow drill driving the brush
SB-001 · HERO SKU
Rim Brush.

Where it all started.

Reaches between spokes, won't scratch alloys — the reason every other SKU exists. Ten SKUs, one tool logic.

Speed
15× faster
Bristles
8,000 soft
06 / PHOTOGRAPHY
— Two frames for every product.

Shot clean.
Proven dirty.

The rule for every image: make it look designed, then prove it works. One controlled studio frame on the brand stage — then the same tool in real foam, real dirt, mid-spin. All in-house. No stock, no faking the result.

SB-001 Rim Brush — studio packshot on the TWISSTAR emblem backdrop with foamStudio
SB-001 Rim Brush spinning inside a foamed alloy wheelIn use
SB-001 Rim Brush
SB-010 Easy Brush — yellow brushes, studio packshot on the emblem backdropStudio
SB-010 Easy Brush spinning on an O·Z Racing wheel with foamIn use
SB-010 Easy Brush
SB-003 Carpet Brush — studio packshot on the emblem backdropStudio
SB-003 Carpet Brush working a car carpet, mid-spinIn use
SB-003 Carpet
SB-005 Hair Removal — silicone heads, studio packshot on the emblem backdropStudio
SB-005 Hair Removal pulling pet hair from carpet, mid-spinIn use
SB-005 Hair Removal
07 / VOICE
— Not a cleaning brochure.

We speak
tuning.

One voice — the tuning scene's own: spray-can loud, cheeky, sticker-bombed. Pure attitude up front, because the product earns every word.

Catalogue 2019/20 two-page spread — 'WHEELS OVER HEELS!' in dripping spray script: yellow drill, rim-brush pack and the rim brush working a foamed wheel over a sticker-bomb collage.
CATALOGUE 2019/20 · WHEELS OVER HEELS!
Catalogue page — 'WHO LET THE DOGS OUT?!' over the Tierhaar Entferner pet-hair brush and its pack.
CATALOGUEWho let the dogs out?!
On-pack notice — a goggles-and-moustache pictogram made of brushes: 'Die Verwendung einer Schutzbrille wird empfohlen!'
ON-PACKGoggles recommended
Cheeky lifestyle cutout — a dog belted into a car seat, the brand stripe on the edge.
LIFESTYLEThe real reason

Earned by Patent · Touch-before-you-buy · F3 livery

Hundreds of TwistStar retail boxes stacked edge to edge, 'www.felgenbuerste.de' running across the spines.
08 / PACKAGING
— The shelf does the demo.

Touch it
before you buy it.

Easy retail blister pack — SB-010, blister card plus boxed brush. EASYEasy Brush
Rim Brush retail box — black pack, the bristle tip showing through the cutout window. FELGENBÜRSTERim Brush
Carpet Brush retail box — black pack with the bristle cutout window. TEPPICHBÜRSTECarpet Brush
Hair Removal retail box — 'Tierhaar Entferner', bristle head showing through the cutout. TIERHAARHair Removal
Flat die-line / print file for the SB-010 Easy blister pack — the full unfolded artwork with the oval cutout, fold and cut lines.
SB-010 EASY · STANZE / DIE-LINE
CS-100 Pro Case — hard case with the emblem and three brush attachments arranged in front.
CS-100 · PRO CASE
+ ACT III

Activation.

From one desk to Formula 3 — taking the brand to market, then to its limit.

09 / DIRECT 2 CUSTOMER
— Demand, built in-house from one desk.

Earned the market
one order at a time.

Shopify, Amazon, eBay and paid social — built and run in-house. Paid amplified the work; it never carried it. No big budget to hide behind — the brand had to earn every order. It did.

Shopify Amazon eBay
— Marketing & sales funnel

The whole funnel,
end to end.

Positioning, campaigns, creative and every stage of the sales funnel — first impression to repeat purchase. No agency, no media team behind it.

Storefronts
Storefront tile — vintage green coupé on a lime diagonal, 'Shop Tools' call-to-action.
Storefront tile — TwistStar Pro Cases with the emblem, 'Shop Now' call-to-action.
Storefront tile — 'Detailing Performance', wheel detail with a lime call-to-action.
Testimonials from the shop
Shop listing for the rim brush with five-star customer reviews.
Shop listing for the carpet brush with five-star customer reviews.
Shop listing for the pet-hair remover with five-star customer reviews.
B2B Sales Deck & Dropshipping
B2B sales-deck slide — RIM BRUSH SB-001, 'Superior Results', product shots and a cleaned alloy wheel. B2B DECK · RIM BRUSH
B2B sales-deck slide — EASY BRUSH, 'As easy as it gets', the yellow brush on a wheel. B2B DECK · EASY BRUSH
B2B sales-deck slide — PRO-CASES C-series: red coupé, open case, three case SKUs with retail pricing. B2B DECK · PRO-CASES
Dropshipping slide — SHIPPING-HUBS: Europe map with five markets, logistics copy, yellow truck. DROPSHIPPING · SHIPPING HUBS
Fleet & Workwear
TwistStar transporter at golden hour — diamond emblems, lime panels and WWW.FELGENBUERSTE.DE across the IVECO body. FLEET · IVECO DAILY
Team coverall — black with white stripe panel, lime sleeve, cyan collar, plus marks down the leg and the emblem on the chest. WORKWEAR · TEAM OVERALL
Close-up of the F3 cockpit — the driver's helmet in brand cyan with the TwistStar emblem, carbon bodywork and lime livery.
10 / GOING RACING
— A deliberate reach play, not a vanity badge.

We went
racing.

A rim-brush brand in FIA Formula 3 — premium audience, highest-visibility stage, perfect tuning-scene adjacency. We put the emblem on the car, the brushes in the driver's hands and the helmet on the catalogue cover. Audacious for the category, deliberate on the spreadsheet — and then he won.

The TwistStar-liveried Formula 3 car at speed on track — lime and cyan bodywork. FIA F3 · ON TRACK
Lirim Zendeli in his race suit in front of the giant TwistStar emblem wall, holding two drill brushes crossed over his chest. DRIVER + BRUSH
TwistStar 2019/20 catalogue cover — the race helmet in brand cyan with the emblem and plus marks. CATALOGUE 2019/20
Social post — 'The fast will always win!' — Lirim Zendeli celebrating the race win, arms raised. SOCIAL · THE WIN
11 / RESULTS
— What the work compounded into.

From single SKU
to a category: Spinning Brushes.

The balance sheet: what existed in 2021 that did not exist in 2016. No projections — shipped work only.

RANGE
1 → 10 SKUs.

From one patented brush to a coherent family.

CHANNELS
3 stores live.

Shopify, Amazon, eBay — one identity.

DISTRIBUTION
Hardware shelves.

Shelf space next to Bosch and Wera.

SPONSORSHIP
FIA F3 podium.

Zendeli on TwistStar livery, emblem on the podium.

SURFACE
One identity, every touch.

Thirty touchpoints, no slip.

TENURE
Five years, one hand.

Retained from day zero — strategy to motorsport.

12 / SCOPE
— The full inventory.

Scope,
in one view.

The complete bill of work, 2016–2021 — two columns, no subcontractors.

Brand & Creative

  • Strategy & positioning — audience choice, market framing, naming, claims.
  • Identity — logo, type, colour, pattern.
  • Packaging — ten SKUs, blister, Pro Cases, cutout.
  • Photography — product, lifestyle, campaign.
  • Motion — logo animation, demo films, paid creative.
  • Copy — packaging, site, ads, email, catalogue, deck.

Distribution & Activation

  • D2C store — Shopify storefront, merchandising.
  • Marketplaces — Amazon A+, eBay.
  • Paid media — Meta full-funnel, retargeting, recovery.
  • Social media — content, community, channel ops.
  • Print — catalogue, B2B deck, stationery, POS.
  • Activation — F3 livery · helmet · car, wraps, trade shows.
END OF INVENTORY · 12 LINE ITEMS ONE HAND · 2016 — 2021
SIGN-OFF
Twisstar.
Built loud.
TWISSTAR script wordmark
Discuss a project → ← Back to homepage