With over 300 years of history, Twinings flagship store at 216 Strand, is the oldest tea shop in London. Back in 1706, coffee was all the rage in London, and competition between the 2000-plus coffee houses was stiff, so Thomas Twining opened his shop and introduced fine quality tea as his point of difference.
The work.
A redesign of 216 Strand, celebrating the provenance, process, rituals, and love of tea that Twinings has been synonymous with since its inception at this location in 1706.
The work included highlighting why Twinings are experts at their craft, engaging with customers’ natural curiosity, with rich, multi-sensory storytelling accessed through interactive touch-points, and revealing hidden stories from the unique Twinings journey, focussing on heritage, innovation, wellness, lifestyle and ethical sourcing.
One of the main features within the store was to show the incredible journey of the Twining family and how their pioneering spirit made history. From the very beginning in 1706 all the way to today, I highlighted special stories, family members, innovations and more to really give customers a step inside the world of Twinings.
With so many variations of tea under the Twinings brand, it was important to give customers the knowledge of what’s in their cup. We also wanted to show the benefits of the many different plants and blends. So, I created the wellness station, with deep dives into three categories; Relax & Pause, Energy & Focus, Vibrance & Vitality.
For each category, I gave customers options of three specially selected teas, what plants go into them, tasting notes of each cup, any health benefits, and gentle advice on how to best enjoy the cup of tea (for example, giving yourself a break from constant stimulation and swapping some of your caffeinated drinks for non-caffeinated alternatives, helping you feel more relaxed).
Other work included introductions to the Master Blenders who work in-store, detailed descriptions of every tea available, and point of sale copy.
