Swiss consumers are becomingly increasingly focused on health and wellness, which has prompted a significant rise in the popularity of healthy teas, accounting for a staggering 49% of the overall total tea market.
Despite this rise in popularity, the category is still led by designs that focus on the functionality of the tea blends, communicating a specific product benefit. This can have the effect of appearing sterile and remedial, lacking the emotive benefits. Twinings recognised the opportunity to connect with the consumer beyond a rational level, and brought to life the functional product benefits in a more emotive way.
BrandOpus was briefed to bring the whole experience of the tea to life. This was achieved through a series of bespoke illustrations designed to evoke the benefits of the individual blends making it easier for the customer to navigate the range with easily recognisable advantages and find the right tea for them.