The Brief
In the UK and internationally Twinings is synonymous with tea, and the highest quality, great tasting blends. Better known for bringing popular favourites such as English Breakfast and Earl Grey tea to fame, Twinings is also growing its reputation for innovative flavours.
Keen to encourage a whole new generation of consumers to enjoy a range of unique blends, Twinings briefed us to enhance their leadership position in the Green Tea category through a range of confident, modern pack designs.
Solution
In keeping with the strategy we had previously applied to the range of Twinings Speciality teas, we stripped back the unnecessary detail to create strong, single-minded designs.
The core green teas have a clean look and feel, with the typeface lending a dash of the Far East, and reflecting the origins of the tea. We built on the design of the core blends for the flavoured Green teas, exploring ways of bringing in refreshment through a range of colours and evocative imagery. We commissioned fashion illustrator Tobie Giddio to create the unique ink drawings in vibrant colours across the range of fifteen packs. The resulting illustrations bring to life the unique and delicious flavours.
Results
The design strategy creates a clear distinction between the core, flavoured and speciality green tea blends. The modern and vibrant range creates impact at the fixture through a distinctive design that enhances Twinings position as the market leader
29%
increase in sales
Twinings 'core' green teas have sold an additional 29% increase in sales in the latest 12-week data versus sales in the previous year.
7
months until return on investment
Based on the new variant sales alone, the redesign of the Twinings Green Tea range achieved return on investment in 7 months following launch.
What the client says
“This range of striking new designs by BrandOpus bring a much needed fresh and bold new look to the entire Green Tea category. Incorporating illustrations by Tobie Giddio, each design is a individual ink drawing that expresses the unique expertise and delightful flavours that have gone into each blend.”
Danielle McGee
Brand Manager, Twinings