Twinings

Twinings wished to amplify their new brand platform “Wellbeing, Down to a Tea” with a short sonic brand asset. Designed to appear at the end of advertising spots, the 3 second asset should help people associate Twinings with upbeat feelings of positivity, optimism and wellbeing.

Health and wellbeing sonic cues influenced the instrumentation of the audio logo. Woodwind and bell textures were used to create a sonic palette reminiscent of spas and relaxation. The distinctive sound of a teaspoon hitting a mug is used as a subtle product cue.

Following discussions with the Twinings brand team and their creative agency Leo Burnetts, we discovered that the Tea category suffered from poor brand attribution. Twinings is a category leader but often gets mistaken for other tea brands such as Tetleys and Lipton. Therefore we proposed a vocalisation of the brand name in the audio logo solution.

We used consumer research inputs to finesse the whispered articulation of the brand name and test brand fit.

The audio logo launched on the Wellbeing, Down to a Tea brand campaign spots in August 2023