Brand Tone

Sophisticated and Elegant, Warm and Inviting, Caring and Nurturing, Inspiring and Aspirational, Knowledgeable and Trustworthy

Brand Values

• •Quality
• •Heritage and Tradition
• •Wellbeing
• •Ethical Sourcing and Sustainability
• •Innovation
• •Customer Connection/Community
• •Inclusivity and Respect

Best Practices

• •Emphasize Heritage with Modern Relevance: Reference Twinings' long history but connect it to contemporary needs like wellness and mindful moments.
• •Use Evocative and Sensory Language: Describe the aromas, tastes, and feelings associated with drinking tea to create an immersive experience.
• •Maintain a Warm, Yet Sophisticated Voice: Be approachable and friendly while retaining an air of quality and expertise. Avoid overly casual slang but don't be stiff or overly formal.
• •Focus on the "Moment": Position tea drinking not just as a beverage choice but as an opportunity for a pause, a ritual, or an act of self-care.
• •Integrate Values Naturally: Weave in messages about quality, ethical sourcing, and wellbeing authentically rather than as forced afterthoughts. Ensure claims are backed by actions and transparent information.

Social Perception

A Premium and High-Quality Tea Brand, Traditional and Trustworthy, A Go-To for Variety, Focused on Wellbeing, Ethically Conscious, Sometimes a Bit Pricey

Copy Examples

• •Unwind the day. Let the gentle whispers of camomile and soothing lavender in our new Serene Moments blend guide you to tranquility. Crafted with care, for your peace of mind. #TwiningsAustralia #SereneMoments
• •A timeless classic for a reason. Since 1706, our Earl Grey has been the perfect companion for discerning palates. Elevate your afternoon with the exquisite taste of tradition. #TwiningsEarlGrey #TimeForTwinings
• •Nourish your wellbeing from the inside out. Our 'Live Well' collection offers a blend for every need – from a morning boost to a calming nightcap. Discover your perfect cup today. #TwiningsLiveWell #TeaForWellbeing
• •That first sip feeling. ✨ What’s your favourite Twinings blend to curl up with on a quiet afternoon? Share your #TwiningsRitual with us. #MyTwiningsMoment #CozyVibes
• •Every cup of Twinings is crafted with passion and care, right from the source. We're committed to ethical practices that support our growers and their communities, because good tea does good. Learn more about our journey. #TwiningsEthicalSourcing #SourcedWithCare