The Project panelist Carrie Bickmore's dance-inspired pack design has edged out those of fellow celebs Nicole Kidman, Emma Freedman and Samantha Harris in a design challenge by British tea company Twinings.
Last year, the tea company enlisted the support of 10 Australian female celebrities to design the packaging for its new Morning Tea Blend, a new product with brand new packaging that would reflect not only the tea, but Australian values.
In January, a judging panel whittled it down to four finalists, and this week, at a glamorous reveal event on Sydney Harbour, The Project panellist Bickmore emerged as the winner.
The win means her design will now be used on Twinings' Morning Tea Blend nationally, and 10c for every pack of tea will be donated to Bickmore's chosen charity, Carries Beanies 4 Brain Cancer, over the next four years.
According to Twinings, tens of thousands of votes were cast, and to mark Bickmore's win, her design was projected across Sydney Harbour from Cockatoo Island.
The winning design
”My design was inspired by my childhood. Music and dance was always a massive part of my life, I was a ballet dancer as a child, and I'm always the first and last on the dance floor,” Bickmore said.
"Music has been my sanctuary through the tougher times of my life, and some of the happy. I thought music and movement would be something Australian women can all relate to.
“And to be able to continue supporting my charity, Carrie’s Beanies 4 Brain Cancer, helping fund vital research into brain cancer is a phenomenal opportunity - I can’t thank everyone enough who voted for my design, this means the world to me.”
Twinings' Tea Blender Philippa Thacker created Twinings Morning Tea, which rolled out to supermarkets at the end of January in limited edition packs designed by the four finalists.
Consumers were asked to vote for their favourite design, with the celebrity who accumulated the most votes to have her design remain on shelf.
Twinings Australia brand director Audrey Green told event attendees that 300 years ago, Thomas Twining opened the world’s first teahouse to welcome women.
“To mark this, we thought we’d ask Australian women what they wanted in their tea and our Master Tea Blender Philippa Thacker has created this refreshing, Twinings Morning Tea just for them. We also wanted this tea to reflect modern Australian women and what inspires them.
“To have Carrie Bickmore, such a strong woman we admire in this country lend her creative talents to the design Australians have chosen is just wonderful.”