Twinings created a new range of premium teas and infusions to satisfy demand from consumers for more discernment and exploration in their tea. The new Discovery Collection has a per-serving price three times that of the core range and is aimed at premium grocery and travel outlets, so they would need to be packaged appropriately – moving beyond the functional and stirring up customers’ emotions. The refreshingly different design solution is a distinctive drawer-style packaging that echoes traditional apothecaries. The packaging features illustrations of natural imagery that code the idyllic origins of the tea with die-cut windows beckoning intrigue and teasing the customer to explore the inner packaging. Launched in over 20 countries, so far 25 million cups have been enjoyed by consumers globally. Estimates indicate an eight-times return on packaging investment measured by gross profit return, and global brand equity has been enhanced by the Discovery Collection’s halo effect, especially in Asia.