The Brief
Twinings are the market leader in the fast-growing fruit and herb tea category, but the Benefit Blends, which are formulated to combat particular health issues, were felt to recede on shelf. It was identified that design could help to clarify the range to the consumer and encourage purchase. We were tasked to simplify and redefine the architecture and pack design across the range with the ambitious objective of significantly growing category penetration.
The Solution
Although blends within the Benefit range are purchased with a specific health issue in mind, we felt that it was key to move away from the medicinal nature of the previous packaging, to a range of new designs befitting the great flavour of the blends.
The introduction of a clean, white background, which extends across the wider Infusions portfolio, forms the background to a simple pack design that focuses on the blend name. An intricate and swirling quilling technique in vibrant colours is suggestive of the unique flavour notes of the blends, and the infusion process during tea making.
Results
The result is a simple, clear range that is easy to navigate and which reassures the consumer that Twinings are on hand to help when it they need it most.
38.8%
Volume growth
Twinings Benefit Blends range has seen a +38.8% boost in volume sales growth following the launch of the new design
74%
Value sales
Value sales of the 'detox' variant have grown 74.% following the redesign, attributed to increased distribution & rate of sale driven by product & design
What the client says
“We have a range of great tasting products that have wellbeing at their heart, our challenge for the relaunch was to communicate these benefits to the consumer through impactful simplified design, and on-trend innovation. Our aim is to re-ignite the infusion category at a time when health is very much on consumers agenda and we feel that BrandOpus’ pack designs will help us to achieve this”