Agency:
Client:
Green tea consumption is on the rise, but the increase in incremental sales has remained slow. Recognising its bitter taste as a barrier, Twinings moved to introduce a breakthrough new range of sweet-flavoured variants.
The packaging designs differentiated the new range from Twinings’ other green teas with illustrations and a bespoke typeface that are designed to evoke chef-like presentations of the desserts that inspired the flavours. These are merged with the green colourway of Twinings’ core green tea range to communicate their shared family.
Agency:
Client:
Twinings created a new range of premium teas and infusions to satisfy demand from consumers for more discernment and exploration in their tea. The new Discovery Collection has a per-serving price three times that of the core range and is aimed at premium grocery and travel outlets, so they would need to be packaged appropriately – moving beyond the functional and stirring up customers’ emotions.