Package Design | packagedesignmag.com

(September 2009) posted on Tue Oct 13, 2009

By Ron Romanik

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Bailey Brand Consulting, a strategic branding consultancy and design firm in Plymouth Meeting, PA, has redesigned the Twinings premium Flavoured Black and Chai Tea brands, better communicating their premium image and realigning their packaging with updated brand positioning. For 300 years, Twinings has been at the forefront of the tea trade-influencing tea-drinking habits and helping to shape an industry and a culture with its tradition of excellence and innovation. While the brand had these important assets, research showed its packaging was dated and lacked taste appeal.

Given Twinings historic brand equity and shifting consumer preferences, Bailey saw an opportunity to relaunch its Flavoured Black Tea and Chai brands by contemporizing package graphics, creating greater differentiation on the shelf, capitalizing on category and consumer trends, and enhancing both brands' taste appeal.

"We believed there was an opportunity to leverage the Twinings brand assets and strengthen its consumer appeal through more modern graphics that appealed to consumer taste and expectations," said Christopher Bailey, president of Bailey Brand Consulting.

Bailey conducted extensive brand positioning and consumer research to analyze each aspect of consumers' desires, finding that consumers seemed most interested in taste, aroma, and the health attributes of antioxidants. Research also showed that consumers chose Twinings tea over a competitor due to the company's product expertise and delicious flavors.

"We now have the right consumer proposition, the right blends and the right packaging to attract new specialty tea consumers to Twinings," says Karen Maroli, marketing director at Twinings, North America. "I believe our new and expanded flavor assortment, combined with our new package design, will enable Twinings to ultimately achieve the number one market share position in the flavoured black tea segment."

Brand graphics were carried through on the new Twining USA website, which features a highly functional and easy-to-navigate design. The eCommerce site now sells products in an easy-to-use and seamless manner, visually integrated with the overall site. The company history section is very interactive, engaging to read and simple to navigate from decade to decade. And finally, a unique "Tea Explorer" section that allows visitors the opportunity to create or discover their "personal tea profile" to assist them with product selection.