Twinings & Co. Brand Strategy & Design
Associated British Food Australia (AB Foods) is the Australasian division of global FMCG giant associated British Foods.
AB Foods in Australia lacked awareness and relevance due partly to the fact that many within the FMCG industry had a limited understanding of what the company stood for, and the brands within their portfolio.
Davidson Branding were tasked with renaming and revitalising their employer brand in order to achieve greater awareness amongst the Australian FMCG landscape, and to attract a high calibre of business and marketing professionals.
Davidson developed a brand strategy for the business which involved renaming and total rebrand as Twinings & Co. Supporting this rebrand, the positioning line ‘the perfect blend’ represents Twinings & Co. As a modern and dynamic company bringing together a range of quality business attributes. Visually this strategy was brought to life through a striking headline treatment used consistently across website, stationery, signage and presentations.
Since the renaming and brand revitalisation, awareness of Twinings & Co has significantly increased amongst the FMCG industry. As a result, they have been successful in attracting a high calibre of staff and business partners.