For over 300 years, Twinings has been successfully using its sourcing and blending expertise to create a wide range of high quality teas. Despite this, a significant proportion of their business is concentrated in just a few skus.
Twinings were looking for a way to awaken consumers to speciality black tea and trade shoppers up from ‘everyday’ with a brief to create a limited edition range of 4 teas that would bring a fresh, modern perspective to the Twinings brand.
To keep the concept true to the world of fashion, we commissioned fashion illustrator Jerry Seguin to bring the ladies to life through a collection of elegant dresses. Depicted in a watercolour style, the illustrations transport the consumer to the idea of the blending and infusion of the different tea flavours.
The ladies drive the visual impact of the pack design to create and achieve consumer intrigue, and enhance the collectability and desirability of the range. BrandOpus achieved all of this with a design that was still recognisably Twinings so that the success of the range reflects positively on the rest of the portfolio.