Strange launches immersive site for Twinings Tea Deli

Strange has created the site for Twinings Tea Deli, a new range of premium loose-leaf teas.  Located at www.twinings.co.uk/teadeli, the new site is highly immersive and imaginative.

Built in Flash, it is designed to allow consumers to explore the fascinating worlds of the seven speciality teas and blends in the Tea Deli range, most of which are rare or limited due to small harvests or limited picking seasons.  The site features graphics, sound and animation that are sumptuous, unobtrusive and enticing.

Every tea or blend in the Tea Deli range has been linked to a tea ritual in a place where it is popular.  Gunpowder and Mint, for example, is linked to the Moroccan tea ritual, while the Darjeeling and Assam teas are linked to British afternoon and breakfast tea rituals.

This not only provides inspiration on how to drink the Tea Deli teas, but also allows for two navigation options: 1) a straightforward navigation bar, and 2) a world map with pins, indicating where the tea rituals take place, to click on.

Each tea or blend has its own section, with a leather-bound notebook containing sub-section headings.  These include information on growing, harvesting and drinking the tea, as well as suggestions for creating consumers’ own tea rituals, plus tasting notes from the well-known wine expert, Oz Clarke.

“Twinings Tea Deli brand really is something new and we’re delighted to be involved with it" said Paul Honey, Managing Director of Strange. “This site enables consumers to go on a journey through the world of these teas, discovering interesting facts and getting ideas for trying them."

The complete Tea Deli range consists of Gunpowder and Mint, Orange Pekoe, Russian Caravan, Oolong Tea, White Tea, 1st Flush Darjeeling and 2nd Flush Assam.  It is available exclusively through Waitrose and fine food specialists.