Illuminating the feel-good Lipton moment
You can tell by the infinite variety on the shelves, that we’re thirsty for refreshing choices. But it’s a special moment when we want to be energised too. Usually, we’re pushed soft drinks. But while the likes of Coke and Pepsi can hit the spot, or at least a spot, that artifical jolt can also feel excessive.
Lipton has always been about feel-good refreshment through the power of tea. Those bright yellow packs represent the sun as it grows the tea. But it’s more than that. The yellow captures that unbeatable feeling of simply being in the sunshine. And with that, enjoying adrink when the moment calls for it.
ExpertiseBrand & Creative Strategy, Brand Identity, Packaging Design, 3-Dimensional Design, Sustainable Design, Motion Design, Experience Design, Communications, Tone of Voice, Custom Typography
Yet in a world saturated with famous icons, shouty colours and promises to boost, Lipton’s feel-good truth was drowned out. And the power of sunlight inside, dimmed.
For over 150 years, Lipton’s true, guiding light has been the natural energy of tea. Lipton first made its name stirring the exclusive experience of hot tea into a democratised one. And as trends and palates changed, Lipton cooled us down with its iced offering.
Hot or cold, Lipton has always understood the simple power within a sun-kissed leaf.
Sharing the energising power of the sun meant celebrating it in a sunrise like no other.
Raising it to the top of the bottle and across the visual identity puts its natural energy front and centre. And everything about the Lipton world now lets the sunshine spill in.
As a backdrop, it brings impact to the action. Type with dramatic shadows conjure the cooling shade on a sun-drenched day. Watery reflections are deeply refreshing—exciting thirst and quenching it too. Finally, a sunny day isn’t complete without a brilliant sky. The sunshine pops against the boldness of blue.
Under the sun, the world comes alive, naturally charged and ready for action. Lipton no longer hides its light.
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