To bolster Lipton’s position as an innovative leader in the premium fresh brewed iced tea market, Moxie TM, the international brand design and development firm, reinvigorated the Lipton Fresh Brewed Iced Tea brand for the food service industry in the USA. The brand platform provides a new visual language and voice that speaks to both consumers and operators, effectively serving as a game changer in the category while also introducing supporting creative for One-Step Prep Zero Calorie Fresh Brewed Sweet Teas.
Central to the redesign involved bringing the beverage’s attributes of ‘fresh brewed’ and ‘iced tea’ to the forefront so the product can build differentiation against other iced tea formats.
The redesign included a distinctive new logo and ‘Drink Fresh’ tagline from Moxie TM to visually communicate that this high-quality product is crafted—not manufactured—made fresh, naturally and is an extremely thirst-quenching beverage option. Moxie TM achieved this with the following design elements: use of refreshing cues such as a familiar glass of iced tea, which suggests the beverage was recently made; the crisp wave, relating to excitement, movement and exceptional flavor; golden brown tones of the tea in the glass to convey the idea of fresh brewed; the green tea leaf and clear droplet to showcase the drink’s superiority to liquid concentrate and that the freshest leaves are used in the implementation of the beverage by Lipton, the masters of tea. The redesign also included crafting the Lipton Fresh Brewed Iced Tea operator message: “Lipton Fresh Brewed Iced Teas are Liquid Assets.” This helps communicate that serving Lipton Fresh Brewed Iced Tea makes good business sense for the operator.
“The core message is based on freshness, refreshment, and a better choice tea for food service operators and consumers,” said Tammy Vaserstein, Creative, Principal, Moxie TM, Inc. “We delivered this message through real, non-complicated photography and the use of crisp, yet natural, tones of golden yellow, green and brown with appealing visual contrasts,” she added.
The look and feel of the creative for the One-Step Prep Zero Calorie Fresh Brewed Sweet Teas targets food service operators seeking a simpler, more cost-effective solution to providing one-step prep sweetened iced tea on premises and for consumers looking for a quality and refreshing beverage that is an alternative to soda. The design of the supporting creative for front of house and food service applications – urn wraps, tent cards, window clings and other collateral—conveys a ‘better for you’ option aligned with Lipton’s masterbrand look and feel via a new logo and a sun-drenched landscape of tea fields with the fresh tea leaf and droplet.
The primary elements on the signage for food service applications include the tea wave with the leaves, a simple glass of iced tea, and the Lipton Fresh Brewed brandmark.
Lipton’s new One Step Prep Zero Calorie Fresh Brewed Sweet Teas have been very well received in the market and fit right into the latest beverage trends. With calorie-posting legislation becoming more widespread, zero-calorie offerings are even more important to patrons and operators alike.
