RESTORING CLARITY IN A SATURATED INFUSION MARKET
Challenge : Restore clarity, coherence and character in an increasingly crowded and premium herbal infusion market.
Group and company : Éléphant is presented as a flagship brand within Lipton Teas and Infusions, with strong heritage in the herbal infusion category.
Potential :The issue was not awareness, but erosion of clarity. The range had grown complex, shelf impact had weakened, and the brand’s expression no longer provided a clear point of view against more contemporary competitors.
Group and company : Éléphant is presented as a flagship brand within Lipton Teas and Infusions, with strong heritage in the herbal infusion category.
Potential :The issue was not awareness, but erosion of clarity. The range had grown complex, shelf impact had weakened, and the brand’s expression no longer provided a clear point of view against more contemporary competitors.
Creative Solution
DEFINING A CLEAR ROLE
The strategy defined a singular role: to embody a generous, accessible expression of nature, anchored in everyday consumption rather than niche expertise. This required reducing noise, clarifying cues and rebuilding a consistent logic across the entire portfolio.
A CHARACTER THAT UNITES
A distinctive companion was introduced as a structuring device to carry recognition and unify the range. Fruit and ingredient expression were amplified to signal abundance and taste with immediacy. The architecture of the portfolio was rationalized, creating clear segmentation and improving navigation across more than 40 references. Every element was calibrated to improve legibility, shelf blocking and reproducibility at scale.
RESULTS
CLARITY ACROSS THE RANGE
The result is a system that restores coherence and reinforces presence in-store without increasing complexity. The brand regains clarity in its offer, confidence in its expression and consistency across touchpoints. It is better equipped to sustain recognition, support innovation and adapt over time with a more disciplined
and durable foundation.
and durable foundation.
RESULTS
CLARITY ACROSS
THE RANGE
The result is a system that restores coherence and reinforces presence in-store without increasing complexity. The brand regains clarity in its offer, confidence in its expression and consistency across touchpoints. It is better equipped to sustain recognition, support innovation and adapt over time with a more disciplined and durable foundation.
