Twinings in £10m packaging relaunch on fruit and green teas

Form:FoodBev Media

Tea brand Twinings will reposition its range of fruit, herbal and green teas with a £10 million packaging relaunch, designed to reach retail and out-of-home environments from November.

The tea supplier will seek to promote ‘every day, enjoyable wellbeing’ with the relaunch, and, in the process, galvanise the market and attract a new generation of tea drinkers to the category.

The new designs, developed by BrandOpus, will take consumers on a voyage of discovery by subtly bringing each blend’s ingredients to life through unique, blend-specific illustrations. Each box features an outdoor storytelling adventure that will draw out consumers’ fond memories of tea.

The new packaging offers consumers easy navigation, allowing shoppers to quickly locate Twinings on the shelf and see the entire range of teas, the brand said. In addition, the new format includes mechanisms to enhance freshness and help consumers integrate tea into their busy lifestyles. The pack has a click-lock lid to allow easy opening and a foil interior to keep tea fresh for longer. Tea bags are now packed individually so a tea-drinker can reach for their tea of choice without pulling apart multiple tea bags.

It is the first time Twinings has invested in major upgrades to its infusions and green tea packaging in 15 years.

The company will support the repositioning with a £6.6 million investment in TV, out-of-home, digital and sampling activity, starting in February 2017.

“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,” said Vicky Keenan, head of brand for Twinings. “Twinings has been listening to consumer needs for centuries, and now we can use your feedback to lead big change in the herbal, fruit and green tea categories.”

BrandOpus executive creative director Paul Taylor added: “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.”

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