Brief
Twinings were the first to introduce Earl Grey to the UK market in 1831, but an omission to trademark the blend enabled others to enter the market resulting in Twinings’ loss of market share. The brief was to drive the product back into growth and shake off private label competition.
Solution
We restored Twinings to its rightful position as The Earl Grey with a design that elevates the brand so consumers know that they are buying the original blend. We introduced a stylised logo typography, creating a visual equity that was then translated across two other blends, Lady Grey and Sunshine Grey, to create a family of Greys.
We used Twinings’ privilege as the only brand authorised to use the Earl’s signature, supporting the mark further with the line ‘Still with the Earl’s personal stamp of approval’. Further visual elements such as ‘Since 1706’ were introduced to support the heritage of the Earl Grey blend, whilst the image introduces an element of colour that allows Greys to stand out within the wider portfolio of teas.
Results
By bringing to the fore the unique elements of Twinings Earl Grey the brand has been elevated above competitors to great results:
#1
Fastest selling Earl Grey across retailers
Within 12 weeks of redesign launch Twinings became the number 1 fastest selling Earl Grey across all retailers.£214k
Into previously declining speciality tea market
Adding £214,000 in value to the speciality black tea market, previously declining at 1.5%.
What the client says
“Design played a large role in the huge success of The Earl Grey. By iconising The Earl Grey, Twinings has standout over and above the competition once again. We’re thrilled that The Earl is back in growth and returning to his rightful position as the original blend.”