BrandOpus have redesigned Twinings herbal teas making them more bold and illustrative than the previous packaging. The new modern look could attract a younger market who might be attracted to the contemporary feel of the boxes because they could relate more to the packaging. BrandOpus have explained how the swirling patterns and illustrative designs reflect the infusion process involved when making a cup of Twinings herbal tea.
However I personally don't like this new design. I think it lacks continuity across all of the flavours and that's an important part of branding. Considering it's only these new flavours of herbal teas which have had their packaging redesigned I think that further isolates them from the rest of the Twinings products. They could have at least redesigned more of their products to improve the continuity.
This is just an example of the older packaging of their herbal tea which I think is more visually appealing because it's simple and there is less going on than in the new designs. This design is more recognisable and appropriate to the Twinings brand because if the newer packaging didn't have the Twinings logo I would think it was a completely different brand. Twinings could possibly be aiming for a more modern brand identity but I think their heritage and history is a quality they should stick with.
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