Twinings

Reframing London heritage as a modern lifestyle for new global audiences. Twinings identified a significant opportunity for growth across China and South East Asia, driven by the increasing appeal of European lifestyle brands and the cultural cachet of London. While the brand’s heritage was a strength, the existing positioning around tradition alone felt too distant for a new generation of consumers in these markets. The challenge was to evolve the brand in a way that retained its authenticity while making it more relevant, aspirational and culturally engaging. The key shift was from “London tradition” to “London lifestyle.” Rather than focusing solely on heritage, the brand was repositioned as an accessible expression of contemporary London, a world of style, ritual and everyday sophistication. I led the development of a refreshed brand focus and creative approach that opened up Twinings as an aspirational window into that lifestyle. The work balanced credibility with modernity, allowing the brand to connect more naturally with emerging consumer behaviours and expectations. The result was a repositioned brand that resonated strongly across China and South East Asia, helping Twinings expand its reach and grow a new consumer audience in these markets.