The brief

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.

Solution

We created a series of pack designs that aim to drive trial of Speciality black tea by capturing the imagination of female consumer. The strategy was also to encourage collectability with a packaging design that is as highly desirable as it is new and exciting, but is still instantly recognizable
as Twinings.

Results

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.

157%
Up on forecasts
 The redesign smashed original year 1 forecasts by 157.5%.

What the client says

“<p>We&rsquo;ve been overwhelmed with the phenomenal success of the Florals range. The design was integral in the huge consumer demand for the collectability concept.</p>”

<p>Claire Forster, Marketing Manager, Twinings</p>