BrandOpus has worked on a number of previous Twinings projects, including new Green Tea packaging earlier this year.
The new designs for the Fruit Infusions range use ‘bold typography, real imagery and illustrative touches’ to reflect the flavour of the tea, according to BrandOpus.
Photographed paper-cut models are also used to illustrate some of the flavours, such as the Double Mint Sensation and Sleep variants.
A quilling technique has been used to suggest the infusion process.
The consultancy says it was tasked with simplifying the product architecture and packaging designs across the infusion range of 23 teas.
Nir Wegrzyn, chief executive at BrandOpus, says, ‘Following on from the strategy we created for Green Tea, Twinings Infusions has been transformed from a fragmented portfolio to a simple strategy that is easy to navigate on shelf.’
• BrandOpus has also opened a new studio in Melbourne, Australia.
The studio will be headed up by BrandOpus global business director and associate partner Leo Hadden, though he will be replaced with a locally-recruited managing director in due course in order to return to London.
Kieren Thorpe, former designer at the London office, will be creative director at the studio, and will remain at the Melbourne office permanently.
Nir Wegrzyn, BrandOpus chief executive, says, ‘We are launching BrandOpus in Australia as we recognise that there are a large number of opportunities in the country that we need to set up locally in order to service.
He adds, ‘We think it’s the place we need to be in to serve other global sites. The scene there is friendly to English agencies – it’s about where we thought we belong.’