Lipton Ocean

Context

In a saturated market shifting towards authenticity and refinement, the challenge was to reposition Lipton to capture a discerning, quality-sensitive clientele. The strategic goal was to transcend Lipton’s mass-market image and elevate it to a premium brand status, focusing on the art of tea and ritual. How can I craft a premium experience for a mainstream brand to appeal to a luxury-oriented demographic?

Context

In a saturated market shifting towards authenticity and refinement, the challenge was to reposition Lipton to capture a discerning, quality-sensitive clientele. The strategic goal was to transcend Lipton’s mass-market image and elevate it to a premium brand status, focusing on the art of tea and ritual. How can I craft a premium experience for a mainstream brand to appeal to a luxury-oriented demographic?

Idea

Drawing inspiration from the traditional Gyokuro tea-making process known for its umami and marine notes, I developed a specific high-end range: Lipton Ocean. Visuals combine Deep Blue to evoke the ocean’s depth, and Bronze to symbolize refinement and heritage which create a bridge between traditional tea culture and modern luxury.

Idea

Drawing inspiration from the traditional Gyokuro tea-making process known for its umami and marine notes, I developed a specific high-end range: Lipton Ocean. Visuals combine Deep Blue to evoke the ocean’s depth, and Bronze to symbolize refinement and heritage which create a bridge between traditional tea culture and modern luxury.

Realisation

I stripped away the clutter and "cheap" attributes of the original logotype to create a confident logomark. The packaging utilizes subtle seaweed textures and water-like patterns to reflect the marine essence organically. By adopting a minimalist aesthetic, the design creates a deliberate sense of distance and exclusivity to transform the product into an object of desire.

Realisation

I stripped away the clutter and "cheap" attributes of the original logotype to create a confident logomark. The packaging utilizes subtle seaweed textures and water-like patterns to reflect the marine essence organically. By adopting a minimalist aesthetic, the design creates a deliberate sense of distance and exclusivity to transform the product into an object of desire.

Tea of the Seas

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