Twinings

From pioneering tea-blending in 18th-century London to embracing today’s most cutting-edge technology, Twinings is a brand defined by its commitment to innovation. And that same spirit defines its Bynder journey: from agency-dependent, fragmented content silos with limited visibility and inconsistent output, to a self-sufficient, globally governed content operation that deftly connects the brand's past and present.

Under Global Product Manager for Digital Assets and Information, Adrian O'Meara, Bynder now supports 547 users with a 76% active login rate and an average of 52 logins per user. For a brand operating across 120+ countries with distinct local identities, that level of consistent engagement signals a platform firmly embedded into day-to-day operations with a governance and content activation model built for scale, brand impact, and long-term growth.

Before Bynder, Twinings had no centralized system of record for digital assets. Teams were heavily reliant on agencies, with limited visibility into how content was created or used across markets, leading to inconsistent branding, duplicate efforts, and slow responses to market opportunities.

Bynder’s enterprise-grade taxonomy, governance, and permissioning capabilities enable Twinings to activate content experiences at scale across a complex, multi-market retail environment. A dedicated Bynder lead in each market empowers a global community of best practices, embedding the platform into everyday workflows and reducing dependency on the central team.

Bynder’s CX User Community hosts market-specific brand guidelines and content toolkits that allow local teams to reflect their own identities while staying true to the brand's heritage. Bynder Studio empowers markets to adapt and localize assets in-house; a shift away from agency dependency that has directly reduced costs and accelerated speed-to-market. Downstream, CX Omnichannel serves channel-ready assets from Bynder across Twinings' customer-facing channels, ensuring every content experience is optimized, up to date, and on-brand.

The impact has been tangible, with a new French website delivered at zero additional cost by repurposing existing assets from the UK, US, and Australia. Likewise, a 320th anniversary campaign toolkit for North America was built entirely within CX User Community landing pages—repurposing existing heritage assets, branding, and packshots—without any external production spend.

Protecting the brand’s heritage is another area where Bynder has been vital. Centuries-old paintings, ledgers, old packaging, and archival documents were previously stored away in the UK, inaccessible to international teams. Digitized in Bynder and made searchable via AI-powered Text-in-Image Search, these precious assets are now in active use globally, creating new opportunities for brand storytelling that bring Twinings’ history to life for a modern audience.