Twinings will ask a handful of celebrities to design the packaging for the launch of a new tea blend later this year.
Stephen Twining, whose seven-times great grandfather founded the tea company, told PKN in a Sydney event yesterday that the packaging would reflect not only the tea, but Australia's values.
He said the celebrities chosen would be "iconic leading ladies".
"They will participate in a 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."
Twining said the women would be asked what inspires them, and the process that led them to their unique packaging design.
"10 finalists will be narrowed down to four winners, who will have their work displayed on four packs," he said.
Twining began working for the family company in 1985 and moved up through the ranks to become director of corporate relations, which means “tea ambassador”.
Twining is currently touring Australia with the company's master tea blender Philippa Thacker (pictured) to source ideas for the upcoming blend.
