Springetts brews up new packaging for Twinings

Twinings is relaunching its entire range of Black and Gold Speciality Tea for the first time since 1983, with revamped packaging by Springetts, in November.

The consultancy was briefed to differentiate the brand from supermarkets’ own-label products and between the 24 variants in the Twinings range. The new livery is expected to be unveiled by the second week of November.

‘The retailers had been copying the visual codes established by Twinings in the premium tea sector so we had to develop a defendable brand iconography to move Twinings up a step, away from own label,’ says Springetts managing director Andy Black.

Springetts also made recommendations to change the brand’s visual identity, but Twinings decided to keep faith with the existing marque, says Springetts marketing director Don Landers.

The consultancy has introduced prominent colour codings and images across the range to reflect the character and heritage of each tea, tackle consumer confusion over the different variants available and aid choice in-store.

‘We’ve developed a clear and friendly tea guide on each pack to address this problem,’ says Twinings marketing manager Elizabeth Edwards.

The range of teas includes four new flavours, called Afternoon, Decaffeinated, Traditional and Chai.

Springetts has been Twinings’ incumbent consultancy for ten years and won the work without a pitch. Twinings was established in 1706 and blended the first Earl Grey Tea in the early to mid-1700s.