British tea company Twinings will enlist the support of some of Australia's female celebrities to design the packaging for an upcoming range.
Stephen Twining, whose seven-times great grandfather founded the tea company, told FDB in a Sydney event yesterday that the product and packaging would reflect not only the tea, but Australian values.
"Our 'iconic leading ladies' will participate in a thought-provoking design competition, and a portion of profits from the packs sold will be given to a select charity," he said.
"Ladies are champions of tea drinking in Australia, and it will be wonderful to have thought leaders, politicians, and influential women represent them through their designs."
10 finalists will be narrowed down to four winners, who will have their work displayed on four new packs.
Twining began working for the family company in 1985 and moved up through the ranks to become director of corporate relations, which translates to “tea ambassador”.
He is currently touring Australia with the company's master tea blender Philippa Thacker (pictured with Twining, on right) to source ideas for the upcoming blend.
Thacker said Twinings currently produces about 20 to 25 new blends per year, depending on market demand.
She said current flavour trends included coconut, charred and smoked tea, green tea (matcha), fermented tea, and lemon and ginger.
