Twinings reveals new-look packaging

Windsor-based Vibrandt was briefed to promote the "all natural ingredients" of Twinings' Infusions, Green Tea and White Tea categories to health-conscious tea drinkers.

The agency worked with the brand owner to segment the teas into four main groupings of Moment of Calm, Fresh & Fruity, Revive & Revitalise, and Green Tea & White Tea, and reduce the range colour palette to six.

The photography, which now takes up 80% of the pack front, focuses on the natural ingredients, such as daisies for pure camomile, blackberries for blackberry & nettle, and root ginger and lemon for the revitalising lemon & ginger teabags.

The "all natural ingredients" are also endorsed by the addition of a new gold roundel on the front of the pack.

The packs of 20 teabags were printed litho with a matt varnish by Chesapeake in Bradford.

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