Hellmann’s. Axe. Ben & Jerry’s. Dove. Nutrafol. Pepsodent. Vaseline. When a brand exists within a CPG behemoth like Unilever, it can struggle to get dedicated design attention. So often, it doesn’t—and as a result, its brand can get a bit dusty on the shelf.
That’s what happened to Lipton with an identity from 2014 that hewed closer to the 1999 Burger King logo than a modern leader of the tea industry. But now, with a new owner, Lipton is launching a fresh look as it celebrates 135 years in business and expands its product line.
The big business of tea
Lipton is the titan of tea. Its products (which include Tazo, Pukka, PG Tips, and more) are sold in more than 100 countries and make up the largest tea business in the world. Moreover, tea is big business: Fueled in part by the focus on health in the beverage category, tea is projected to grow by more than 75% to $122.59 billion in 2033. CVC Capital Partners bought the Lipton family of brands in 2022 for $5.07 billion.
Yet in spite of those that promise, the company has been facing what S&P Global dubbed “weaker-than-anticipated performance” last fall. And, well, that’s a design opportunity. Following the acquisition, Lipton started taking stock of its core identity, and is now rolling out its new branding, with new plans and products to boot.
