Maintaining international relevance
World famous for its high quality speciality teas since the 1700s, Twinings needed to rejuvenate the brand to ensure it maintained its international reputation and relevance amongst modern day tea drinkers. This had to embrace differing needs at brand level because whilst a clear reinforcement of the Twinings heritage continued to hold considerable appeal for the US – this was a less critical component for the wider global market. Resolving both was crucial to the task whilst also developing a more cohesive segmentation and simple navigation to set the foundations for long term growth.
pi created a refreshed presentation of the brand: for the US, a strong brand connector was created to communicate the brand’s traditional brand heritage and for the broader international market, a simplified gold band logo was created to unify the Twinings portfolio. To optimize brand and variant communication more effectively, an architecture system that provided the brand with simple navigation and strong shelf standout was developed. A combination of strong color coding and emotive imagery dramatizing the intrinsic product qualities now enables the consumer to access the different segments and flavor variants with total ease.