Butterfly Cannon creates a revamped visual identity for tea giants Twinings with a contemporary redesign.

Twinings, one of the world’s longest-running brand marks, revamps its visual identity to remain relevant and distinctive with the ‘cool new London Luxe’ vibe. The idea behind this creative approach was to enhance the brand's visibility, relevance, and perspective from an ‘old London souvenir’ to ‘London Luxe’.

In order to achieve this, the design agency Butterfly Cannon was tasked with creating a more contemporary visual narrative for Twinings’ range of Black Teas, Green Teas, Flavoured Black Teas, and Infusions.

Butterfly Cannon introduces a ‘roundel device’ as the hero of the design, depicting a sensorial illustration on the left and a clear visual representation of the ingredients on the right, communicating the flavour immediately and visually. The overall effect provides a journey of provenance-based scenes blending into the present depicting Twinings’ initiative to modernize which is a classic replica of changing times.

Butterfly Cannon captures the elements to transform Twinings’ brand visuals to illustrate present times. Focusing on the three main aims - recognition, shelf standout, and range navigation, Butterfly Cannon successfully translates Twining’s iconic design elements into a more contemporary language while still preserving the brand’s rich heritage, elevating the consumer experience for a modern audience.

For more information about Twinings’ design visit Butterfly Cannon’s website or follow them on Instagram.

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