Branding agency Design Bridge re-designed the global Lipton brand to target millennial audiences and reflect the brand’s new healthy and uplifting positioning. The project included key design and marketing aspects including branding, visual equities, bottle structure, and visual campaigns for communications.
“Part of the challenge for Lipton Ice tea was to help expand appeal so it would simultaneously compete on shelf with carbonated soft drinks (CSDs) as well as other existing ice tea brands. Avoiding the intensity and heavy appearance typical to most soft drinks, the new design communicates a healthier refreshment with the natural and uplifting qualities of tea.” – Design Bridge
Responding to consumer feedback suggesting that people positively associate the new bottle cartouche with waves at the beach, the new design has a strong association with beach culture.
