BrandOpus, an award-winning package design agency and a long-term partner of Twinings, has helped the latter to further succeed in the fast-growing fruit and herb tea category with the relaunch of their Infusions portfolio.

The agency was briefed to simplify and redefine the architecture and pack design across the large Infusions range. In response, BrandOpus has introduced a clean, white background across all four sub-ranges within the infusions portfolio.

As part of the refresh, Twinings are launching a new range of sensational tasting infusions, based on consumers favourite blends with an extra intensity and featuring interesting ingredients. BrandOpus communicated the distinctiveness of this special range through the pack designs, which feature an intricate quilling technique reflecting both the infusion process and sensational tasting notes of the teas, moving away from the medicinal nature of the previous packaging.

Photo: Twinings Infusions fruit and herbs selection — new packaging

Photo: Twinings Infusions fruit and herbs selection — before and after redesign

Photo: Twinings Infusions sensation and benefit selection —new packaging

Photo: Twinings Infusions sensation and benefit selection — before and after redesign

As a result, Twinings Infusions has been transformed from a fragmented portfolio to a simple strategy that is easy to navigate on shelf.

BrandOpus, initially a London-based company, has recently opened a new office in Melbourne, Australia, and been awarded Packaging Agency of the Year by The Grocer magazine.