Winners 2014/Packaging. Branded Drink Silver

Project: Twinings Whole Leaf Silky Pyramids

Client: Twinings

Design: BrandOpus

With sales as low as one unit per week, Twinings found themselves in peril of losing their place in the loose-leaf tea market. The Whole Leaf Silky Pyramids were thus born to replace the struggling Tea Deli range, and BrandOpus received the challenge of injecting vitality into the range.

Combining the luxurious personality of the Twinings brand with a striking organic colour palette, BrandOpus proposed a range of quirky and refreshing packaging designs. These designs have since allowed Twinings to infiltrate every sector of the market – from supermarket shelves to swanky hotels.

The rebranded product produced an explosion in trade, giving Twinings an impressive 1,111% sales increase, and a product value of £471,000 after only 36 weeks. The Silky Pyramids range now hold the second highest unit rate of sale in the Twinings’ portfolio, and are only marginally behind the market leader in the Premium Mesh Tea-bag market.