Brand Tone

Refined and Sophisticated, Knowledgeable and Expert, Warm and Approachable, Inspiring and Wellbeing-focused, Evocative and Sensory

Brand Values

• •Heritage and Tradition
• •Quality and Expertise
• •Ethical Sourcing and Sustainability
• •Wellbeing and Enjoyment
• •Innovation
• •Customer Experience

Best Practices

• •Embrace the Heritage, but Speak to Today: Always acknowledge the rich history and expertise, but frame it in a way that is relevant and appealing to the modern consumer. Avoid sounding dated; instead, let heritage signify enduring quality and trust.
• •Balance Sophistication with Warmth: Use elegant and precise language, but ensure it remains accessible and inviting. The tone should feel knowledgeable, not condescending. Engage with a friendly and respectful voice, especially in direct customer interactions.
• •Highlight the Sensory Experience & Wellbeing Benefits: Go beyond describing just the tea; describe the feeling, the aroma, the moment it creates. Connect specific blends to desired emotional or physical wellbeing states (e.g., calm, focus, refresh).
• •Champion Ethical Values Naturally: Weave in the "Sourced with Care" message authentically. Instead of just stating facts, tell stories about the communities or the positive impact, making the ethical aspect an integral part of the premium quality promise.
• •Maintain Consistency Across All Platforms: Whether it's a website product description, an Instagram caption, or a tweet, the core essence of the Twinings voice – refined, knowledgeable, warm, and increasingly wellbeing-focused – should be recognizable. Develop clear brand voice guidelines for all content creators.

Social Perception

Trusted and High Quality, Traditional yet Evolving, Associated with Comfort and Ritual, Ethical Considerations, Accessibility vs. Premium, Engaging Online

Copy Examples

• •Since 1706, our Master Blenders have passionately crafted the world's finest teas. Experience the legacy in every cup of Twinings English Breakfast – a timeless blend for your perfect moment.
• •Unwind your day and awaken your senses. Our Glow Superblend, with biotin and notes of strawberry and cucumber, is your daily ritual for inner radiance. Sip, breathe, and feel alive in every drop.
• •Sourced with care, blended with artistry. Discover our Organic Peppermint, a refreshingly pure infusion from gardens we nurture. It's more than tea; it's a commitment to quality and a better world, elegantly delivered.
• •Your afternoon deserves a little lift! Try our new Zesty Lemon & Ginger infusion – a vibrant burst of flavour to brighten your day. What's your go-to Twinings for a feel-good moment? #TwiningsMoments
• •Each leaf tells a story, each blend a masterpiece. Our expert blenders meticulously select and combine the finest ingredients to create a symphony of flavour. Explore the delicate notes of our Jasmine Green Tea and let your senses journey.