Clever software ensured new Twinings process was just their cup of tea

Twinings needed to update its brand and product portfolio, but its systems and processes weren’t set up to deal with the volume of work involved. Sun Branding stepped in to provide state-of-the-art online artwork approval software, which delivered high quality brand and packaging design on time and on budget.

The challenge

Twinings had been producing quality, traditional teas since 1706, but when its parent company, Associated British Foods, launched a more aggressive market and brand strategy, Twinings was challenged with transforming itself from a classic heritage brand into a modern category brand leader.

The problem was, the packaging process was too long with too many artwork iterations, duplication of work was rife and pack designs were inconsistent across different markets. There were few design guidelines and local graphics providers had far too much freedom to interpret them.

What we did

We worked with Twinings over the course of two years, using our own artwork management software to ensure the rebrand was streamlined, consistent and efficient. The system cut out significant artwork amend costs, helped the team manage brand assets and ensured brand consistency across different suppliers and markets.

SKU growth of 1,000+ a year

Artwork sign off down from 7 days to 2

Cut costs across the board

What we delivered

Not only did we reduce the number of artwork amends by standardising the process and taking approvals online, we reduced artwork sign off times from seven to two days. We supported annual SKU growth from 350 to over 1,000, without Twinings having to employ any extra resource. We reduced cost in the graphics process, reduced asset duplication and gave Twinings the tools it needed to deliver its brand strategy on time and on budget.