Twinings is repositioning its range of fruit, herbal and green teas with a £10 million packaging relaunch due to reach retail and out-of-home (OOH) environments from the end of 2016.

The tea supplier aims to promote every day, enjoyable wellbeing with the relaunch, in order to galvanise the market and attract a new generation of tea drinkers for whom healthy living is a priority.

The new designs, developed by Brand Opus, bring each blends ingredients to life through blend specific illustrations, with each box featuring an outdoor storytelling adventure.

Twinings will support the new repositioning with a £6.6 million investment, including TV, OOH, digital and sampling campaigns starting in February 2017.