Lipton, a global tea brand with 135 years of history, refreshed its brand on May 21st to mark International Tea Day. The rebranding was centered around a modern visual identity, new packaging design, and an expanded product line. Lipton retained its traditional yellow color and red badge, but introduced a new slogan, “We Choose Tea.”
As part of this renewal, Lipton has launched new British blends, English Breakfast and Earl Grey. This summer, it will also introduce a range of fruit and herbal teas, as well as a new low- or no-sweetened iced tea powder.
“We believe in competing in both the premium and mainstream markets, with a diverse range of brands while maintaining accessibility,” Mason said, adding that the company is expanding its range of options to suit consumers’ lifestyles and routines, from teas that help them sleep to teas that are refreshing on a hot day.
There have also been significant changes in terms of health. The U.S. Food and Drug Administration (FDA) recently revised its definition of “health food” and officially recognized 100% tea made from Camellia sinensis leaves as a health food. Accordingly, Lipton’s flagship products, Yellow Label Black Tea, Unsweetened Iced Tea, Cold Brew, Unflavored Green Tea, and the newly launched Blended Tea, are also recognized as part of a healthy diet.
This rebranding is not a simple design change, but rather an intention to expand tea culture into a more meaningful and everyday ‘self-care ritual’ in the lives of modern people. Lipton announced a new start by delivering the message, “We will create a culture that takes care of the body, mind, and life through a cup of tea.”
