Packaging Design and Naming for the New LIPTON Tea
Background
Today, tea is not just seen as a warm beverage, ideally consumed in a convenient teabag for quick on-the-go use. It is also perceived as an energizing and invigorating drink, chosen as a healthy, mindful alternative to other beverages. Responding to these evolving consumer demands, Lipton introduced a new line of loose-leaf tea.
Task
Monami ADV was tasked with crafting a fresh and trendy design for the line and creating SKU names that would align harmoniously with the communication style of other Lipton products while offering a new perspective on a familiar product.
New Names
After analyzing the loose-leaf tea market, the team decided to emphasize emotional positioning. Tea is no longer just green or black; it now tells a story of its origin or evokes vivid associations. Following this approach, six SKU names were developed.
New Design Concept
Consumers associate loose-leaf tea with nature and the landscapes where it is cultivated. This understanding became the foundation of the new packaging design, where a bright sun serves as the unifying element across the collection.
Despite strict global guidelines from the international company, the agency successfully integrated the new creative concept with the established branding direction.
The slogan for Lipton’s loose-leaf tea series reinforces the idea that the tea people know and love is now available in a new loose-leaf format, emphasizing Lipton’s attentive approach to consumer needs.
In addition to the updated packaging, the agency created a key visual to support the refreshed design on billboards, posters, banners, and wobblers.
The new packaging for Lipton tea is already available on supermarket shelves.