The packs use a yellow background and tealeaf pattern, looking to create a glowing effect.
According to BrandOpus, the new packaging aims to establish the range as the ‘everyday’ choice while retaining recognisability for existing customers.
Much of the previous packs’ product imagery and messaging has been stripped back, aiming to create a more ‘single-minded and modern’ look, according to BrandOpus.
Paul Taylor, executive creative director at BrandOpus, says, ‘We had to assess the previous design and challenge what was absolutely necessary to take forward.
‘Only when we were able to simplify the design could we create a confident pack that will sit proudly alongside its competitors and the wider Twinings portfolio.’
The back of the packs feature text about the blend and the Twinings MasterBlender’s signature to convey ‘the provenance of the tea.’
The designs are shown across the existing Everyday range, as well as four new blends – Redbush, Green Tea, Echinacea and Peppermint.