UK-based tea brand Twinings has introduced a new packaging design for its fruit, herbal and green teas.
Developed by BrandOpus, the new packaging includes new blend-specific illustrations on green and yellow tea boxes.
The yellow boxes are designed for infusions blends, while the green packs will be used for green blends.
Equipped with a click-lock lid for easy opening, the new packaging has a foil interior to keep tea fresh for longer periods.
Tea bags are also packed individually to help users select their preferred blend.
Twinings brand head Vicky Keenan said: “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.
“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.”
The company plans to support the latest relaunch of its products with a total investment of £6.6m.
BrandOpus executive creative director Paul Taylor said: “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.”
Twinings will support the new repositioning with a £6.6m investment, including TV, OOH, digital and sampling campaigns starting in February 2017.
Available at a cost of £10m, the new packaging further aims to promote healthy living among a new generation of tea drinkers.
Image: Twinings’ new packaging design and format for fruit, herbal and green teas. Photo: courtesy of Twinings.