loving leadership

Lipton has the number one position in the marketplace, yet their package design did not articulate that status confidently. Over the years, the line had become increasingly fragmented visually with the introduction of each line extension. To start, we updated the flagship product by simplifying and strengthening the design. Next we sought an ideal balance between innovation and heritage while taking each sub-brand back into the core Lipton look, ultimately creating a unified Lipton presence on shelf.

We sought to embrace the leadership and reverse the over-extended design system by owning yellow once again across the entire portfolio while maintaining a sense of innovation and variety.

Naming, identity and packaging for a brand new product designed for women seeking reduced calories without added chemicals. We developed the iconic glass to highlight the real tea & natural honey sweetener as the unique proposition.

New products designed with added modernity as part of the surging popularity in tea as well as single brew beverage makers.