The next stage of the Twinings packaging design challenge is underway, with the tea company naming the Australian celebrities who made the finals.
A total of 33 celebrities submitted a design for the packaging as part of the launch of a new tea blend later this year, and the top 10 best designs were announced at a special event last week.
Stephen Twining, whose seven-times great grandfather founded the tea company, said the packaging would reflect not only the tea, but Australia's values, and a portion of profits from the packs sold will be given to a charity of the celebrity's choice.
The 10 finalists will be narrowed down to four winners, who will have their work displayed on four tea packs.
Twinings Australia marketing manager Audrey Green said the designs were assessed anonymously by a team of judges which included a representative from branding and design agency Brand Opus.
“The participants could choose whether to hand-draw or digitally create their design, and in judging we followed a set of criteria which ensured it would suit a tea pack,” Green said.
The top four will now be decided through a selection process aided by Twinings, Brand Opus, and Archibald judge Ashley Dawson-Damer.
The public will then be able to vote for their favourite out of the top four, once the four are on shelf in early 2017.
The initiative is part of a 300-year celebration of the Twinings brand.
The Twinings Top 10 Finalists, in alphabetical order are:
1. Carrie Bickmore
2. Emma Freedman
3. Erica Packer
4. Kylie Gillies
5. Natalie Bassingthwaighte
6. Nicole Kidman (see above)
7. Olivia Phyland
8. Samantha Armytage
9. Samantha Harris
10. Shaynna Blaze
Twinings aim to raise well over $500,000 over four years for the winner’s nominated charity.
