THE FIRST TEA BRAND
IN THE WORLD
Global reach can obscure what made a great brand. Lipton had both the history and the recognition, but its visual identity had drifted across markets, losing the coherence that turns awareness into authority. Team Creatif’s work was about returning to what was already there. An iconic brand that simply needed to speak with one voice again.
DECADES OF DRIFT
ONE RESET
Decades of local adaptations had diluted consistency and weakened the impact of distinctive assets. The task was to anchor what matters, elevate what performs, and build a system capable of guiding global deployment at scale.
BACK TO WHAT WORKS
Our strategic vision was rooted in stewardship. We identified the core equities with enduring recognition and treated them as strategic capital. The red cartouche was retained and refined to signal authority. The logotype was redrawn in capitals to strengthen stature and global readability. Yellow, the most powerful brand asset, was recalibrated to deliver luminosity and shelf dominance with discipline. Every decision served clarity and recognition.
THE WAVES THAT CONNECT
Aroma waves were introduced as the backbone of the visual system. More than a decorative element, they act as a living connector between nature cues, the leaf icon, the logotype and product expression. One continuous motion, binding every touchpoint into a single, coherent brand language.
DESIGN AS PERFORMANCE
The cup was redesigned to reinforce category coding and sensorial quality. Navigation was simplified to prioritise range architecture and ease of choice. A robust Brand Visual System was developed to ensure consistency across packaging, digital and in-store activation, empowering local teams while protecting integrity.
BUILT TO LAST YELLOW
The result is a masterbrand rebuilt with precision. More visible. More consistent. More assured. A system designed not for short-term uplift, but for long-term clarity, confidence and durable global growth.
