Twinings wanted to reframe consumer perceptions of their 300 year old brand and extend into new premium/luxury channels through the launch of a super-premium range. ‘Signature Blends’ is a collection of 14 crafted presentation cases, inspired by the surprise and delight that comes with the first sip. The range has surpassed original expectations, not only shifting perceptions but also making a positive contribution to the value of the brand. The concept and design for ‘Signature Blends’ has enabled a retail price point six times normally seen in grocery, for an equivalent quantity of Twinings premium tea, and has been a game changer gaining listings in luxurious retail environments including Harrods and Selfridges. New perceptions have been so successful that Twinings is now able to stretch from grocery through to super premium, from retail to out of home. The range has achieved listings in 13 international markets since launch and expects further distribution growth in coming years.