In the UK and internationally, Twinings is synonymous with tea, launching popular favourites such as English Breakfast and Earl Grey tea which continue to perform well however, whilst sales across the mainstream tea category generally have seen a dip in recent years, with brands becoming commoditised and the fixture leaving shoppers uninspired , as consumers looked to other teas on the supermarket shelves for more exciting experience.
The brief to BrandOpus was to reignite people’s passion for quality and great taste by helping to understand why better matters for every day teas through a visually more approachable, relevant and modern brand presentation.
Following the redesign, English Afternoon and English Strong Breakfast join favourites such as English Breakfast in the classic blends range, which now feature bright and fluid illustrations incorporating icons that depict everyday activities, to overall deliver a much more relevant proposition.
Across the Earl Grey and Lady Grey packs, BrandOpus make reference to the quirky nature of the teas through tea-party inspired illustrations, and a distinctive grey colour to differentiate the range.
Heather Hartridge, Marketing Director at Twinings, says of the “The launch of the redesigned classic blends and Earl Grey teas sees the completion of a massive strategic design project with BrandOpus, who have risen to the challenge that Twinings have set them yet again.”
Paul Taylor, Executive Creative Director at BrandOpus, comments, “We are excited and proud that this work will begin the next chapter in Twinings’ ambition to make its diverse and quality range of teas accessible and of today.”
The redesigned classic blends and Earl Grey teas are rolling out on to shelves nationwide in the UK now.