Twinings

Twinings stands as a paragon of endurance and excellence in the tea industry, with a legacy spanning over three centuries. Despite their illustrious history and position as a premium brand, Twinings had seen its image diluted by an array of trendy product extensions, losing touch with the core elements that had established them as an esteemed name in tea.

In recent years, the tea market has undergone an extraordinary expansion. From herbal varieties to those enhanced with adaptogens and designed for mood improvement, there’s now a tea for virtually every purpose and preference. This diversity has transformed consumer shopping habits for tea, especially in the realm of herbal and flavored varieties. However, when it comes to black tea, many consumers remain anchored to their traditional choices. Our objective was to rejuvenate the black tea segment, encouraging exploration and discovery, while simultaneously highlighting Twinings’ unique identity and legacy.

/ Project Scope

Consumer & Cultural Insights, Portfolio Strategy & Architecture, Brand Identity, Visual Identity, Packaging Design, Bespoke Illustration & Typography, Production Management, Distinctive Brand Asset Management.

Our strategy served as the guiding light through the complex landscape of tea offerings. We employed strategic graphic design and storytelling, alongside a clear hierarchy of information, to immerse consumers in the rich narratives behind each tea variety, all while centering on Twinings’ distinguished heritage.

The initiative began with a significant decision to refine their brand mark, symbolizing a commitment to excellence. We refined the typeface and introduced a 'Sourced with Care' statement to emphasize Twinings’ dedication to quality and ethical sourcing. By incorporating natural elements into the design, we created a distinctive look and feel that draws consumers into the deeper stories behind each product.

/ The Results

The culmination of our efforts was a comprehensive brand overhaul that left Twinings more organized, visually appealing, and authentic to its roots, ready to make a refreshed and resonant appearance on retail shelves.