Twinings tackles branding demands with Odin

Twinings has almost 2,000 lines available in 100 countries worldwide and its previous brand management system, which demanded every stage to be carried out manually, was seriously stretching resources. When it was challenged by the Associated British Food Group in 2004 to create a more modern brand identity this system could not cope with the spiralling artwork demands. “With the volume being processed our technologists, creatives and project managers were constantly chasing items,” commented Tim Sturt, packaging development manager at Twinings. “The biggest frustration was that our packaging technologists were busy driving artwork applications rather than adding value to the organisation.”

Twinings uses Odin Sprint to manage the design and graphics process, keeping all parties up-to-date with the status of artwork and allowing online simultaneous, real-time amendments of artwork. “As a global company it is essential that our artwork can easily be approved by people anywhere in the world and Odin giving us this ability has sped up the sign-off time significantly. With deadlines getting tighter, this was a key selling point of the Odin system,” said Sturt.

Working in conjunction with Sprint, the Odin Assets storage retrieval system acts as a central library for all graphics, guidelines and briefs, allowing consistency across brand communications and encouraging image recycling, which in turn keeps costs down.

Twinings has now been able to increase the number of artwork changes going through each year from 800 to 1,200.

SOURCE: Checkout September 2007