Brief: Twinings Tea’s Canadian packaging needed to reflect the quality and craftsmanship of the product. Compared to its competition, it did not have a shelf presence reflecting the brand’s prestigious history and cultural significance.
Packaging: We took inspiration from the patterns of china tea cups. Royal Doulton and Wedgewood reference the practice and elements associated with the custom of afternoon tea. We also proposed a tin – attractive and practical; refill packaging will look the same but will be in cartons.
Individual Tea Kits – “Tea for Me” – The kit will be paired with Walkers’ shortbread. The product will appeal to office workers who can keep this convenient treat at their desks. It also makes it easy to partake in tea time moments. As a promotion, we would have volunteers dressed in the Twinings Tea House uniform pass out sample packets to people at Union Station (or any other central station – Yonge / Bloor line). The sample kit will include a single-wrapped tea bag and two shortbread cookies.
Tea Tower: POS display – Inspired by the buildings on the Strand (where Twinings Tea House is located). It would be placed in local grocery stores and office supply stores – Office Depot, Staples, and Grand & Toy.
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