In 1706, Thomas Twining opened a tea shop at 216 Strand, London. Over 300 years later, Twinings tea is arguably the most famous tea in the world.
When the COVID-19 pandemic shifted customer behaviour online, the opportunity emerged to reimagine the Australian and New Zealand websites as richer, more engaging destinations for both consumers and suppliers.
Working with such an iconic brand, the focus was on supporting its evolution from a traditional tea producer to a more contemporary player in the wellbeing space.
Website Brief
The initial engagement centred on creating a digital ecosystem to support the launch of Twinings’ wellbeing range. This new platform was designed as a content-rich destination, bringing together expert-led video, editorial content, recipes and articles to build credibility and connect with audiences who may not traditionally associate the brand with wellbeing.
A key objective was to better connect content and commerce. The new experience enables products to be discovered in more meaningful ways, supported by improvements in structure, SEO performance and overall technical capability.
The scope spanned multiple disciplines, including:
- SEO and technical audit
- SEO strategy and recommendations
- Content strategy and production, including a large-scale product and editorial CMS
- Art direction and production of product photography
- Video concepting, production and art direction
- Ongoing reporting, maintenance and content development
- UX and UI design
- Copywriting
Content strategy
The process began with a content strategy workshop, bringing together digital and content specialists with key stakeholders to build a clear understanding of audiences, the competitive landscape and internal brand objectives.
This was supported by a review of the existing site and SEO inputs, alongside the development of new content ideas designed to engage, inform and inspire.
By prioritising these ideas and organising them into clear strategic pillars, a focused content roadmap was established. This created a structured plan for content that could support brand positioning, meet user needs and align with technical and SEO requirements.
UX/UI design
The primary challenge in designing the new Twinings website was the scale and complexity of its content. Simplifying the experience required a complete rationalisation of existing material, including auditing, refining and restructuring content into clear categories based on user needs, product ranges and audience profiles.
A robust tagging system was introduced to support filtering and discovery, making it easier for users to navigate a large and varied content set.
Significant focus was placed on information architecture and wireframing, shaping intuitive journeys through what had previously been a fragmented experience. The result is a more coherent structure that supports exploration without overwhelming the user.
A comprehensive suite of mobile-first templates was developed, designed to accommodate a wide range of content while maintaining clarity and consistency. Distinct colour palettes and layout treatments were used to differentiate content types and key areas of the site.
Full-screen layouts were introduced to give photography greater presence, balanced with a restrained design approach that creates space and structure across a high volume of information.
Content production
Photography
Product imagery was developed in collaboration with King & Sobey, with a focused shoot designed to support the new digital experience.
Over the course of two days, a comprehensive library of stills and stop-motion content was captured, creating a rich bank of visual assets. The resulting imagery brings depth and texture to the site, giving products a stronger presence across the experience.
Video
A series of video interviews were developed featuring Twinings’ experts in herbalism and tea blending. Filmed on location, these conversations explored the role of ingredients, product innovation and the craft behind the blends.
The content created a versatile library of short-form assets, designed for use across the website and social channels.
Written content
Content production was delivered in close collaboration with the Twinings team, spanning interviews, recipes, articles and list-based content. This included writing, editing and proofing to ensure consistency and clarity.
Where relevant, existing website content and product descriptions were refined to align with the updated brand direction, creating a more cohesive and considered reading experience across the platform.
Launch
A detailed design system and complete set of site designs were delivered to Twinings’ Shopify development partner, ensuring the integrity of the experience was carried through into build and launch.
Following launch, ongoing SEO support was established, with regular monitoring and optimisation to ensure the site continued to perform against its objectives.
Content production
Content production and SEO support were delivered on a retainer basis, focused on engaging audiences and improving search visibility for the Twinings Australia brand.
This included keyword research, planning workshops and the development of strategic written and visual content, helping to build momentum and establish a more consistent content engine.
“From the get-go, the team really listened to us and added value to our strategic ambition. They led a highly strategic and collaborative process to identify the opportunity areas for the brand website, the desired consumer experience and a roadmap to achieving our objectives. From there, they turned strategic smarts into magic execution, with the consumer experience at the centre of every recommendation. We are delighted with the design of the new website and are excited to continue to work with the team on the roadmap.”
