BrandOpus has helped British tea maker Twinings to launch 22 new blends, with the hope of reaching “a new generation of tea consumers”. This follows the recently launched Infusions.

“The new challenge is to reinvent standard tea, which has become stale and commoditised. We need to reignite people’s passion for quality and great taste by making Twinings the contemporary drink of choice through a visually more approachable, relevant and modern brand,” says BrandOpus.

The consultancy has therefore introduced a new architecture system, a brighter colour palette and an overall presentation which aims to deliver “surprise and delight”.

The new architecture system is delivered through a central lozenge device, which the designers claim allows for increased clarity between the different range propositions, whilst being held together by a visual thread of “fluid shapes and movement”.

“The new Premium Black Tea range has a dramatic and evocative design that aims to transport you into the actual origin of the teas, onto the Kenyan safari planes, or in the midst of an Indian festival. Each blend tells a different story that flows from the outside of the carton; through to the inside, and onto the envelope and the tag, to deliver an experience that hits all the senses,” explain the designers.

The first installment of the re-launch is already on shelves. Origins launches with a range of six blends, including Bold Kenyan and Moroccan Mint, and The Loose Leaf range launches with 13 mesh  pyramid bags and 3 loose pouches.

BrandOpus
www.brandopus.com