Brand design specialist BrandOpus has created new range redesign for Twinings' fruit, herbal and green teas.
The £10m packaging relaunch will enable Twinings to expand its market presence by attracting a new generation of tea drinkers.
BrandOpus designed yellow packaging for infusions blends to provide new emotional appeal and maintain shoppers’ existing memory structures.
The yellow and green colour-blocking for the infusions and green blends will enable a shopper to rapidly locate Twinings on the shelf and find out the entire range of teas.
The pack features a click-lock lid for easy opening and foil interior to keep tea fresh for longer time.
Each box features an outdoor storytelling adventure, which will evoke consumers’ fond tea memories.
According to BrandOpus, the new format includes mechanisms to enhance freshness and help consumers integrate tea into their busy lifestyles.
Twinings brand head Vicky Keenan said: “Twinings spearheaded the revolution in infusions and green teas, and we want our packaging to reflect our commitment to the enjoyable wellbeing promoted by our tea.
BrandOpus executive creative director Paul Taylor said: “This range design for Twinings healthy teas epitomises the feeling of positivity and optimism that consumers feel while drinking their favourite infusions.
“The unique illustrations convey the individual and different experiences of the blends from one pack to the next, whilst also helping to create a bright and distinct destination on shelf.”
