Tea brand Twinings has adopted a packaging redesign across its classic blends and Earl Greys from design agency BrandOpus.
The redesign features “bright and fluid illustrations” across the brand’s English afternoon and English strong breakfast teas, with further “tea party-inspired illustrations, and a distinctive grey colour” on the Earl Grey and Lady Grey packs. Twinings claimed that the fresh packaging would help consumers to understand the importance of premium in the tea sector, providing “a visually more approachable, relevant and modern brand presentation”.
Twinings marketing director Heather Hartridge said: “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.”
BrandOpus executive creative director Paul Taylor said: “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.”
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