Unilever-PepsiCo’s Lipton Ice Tea is in the midst of a major rebrand to enhance its healthy and revitalizing image.
The rebrand will feature a package redesign that includes alterations to the label, a new bottle structure, and a communication campaign from Design Bridge.
The on-pack label graphics and illustrations are meant to evoke a sunny beach scene with a ‘shoulder-high’ label to prompt shelf differentiation for both its plastic and can packages.
“The higher-positioned label also seeks to arouse that same sense of ‘uplift’ consumers get from drinking Lipton Ice Tea,” Andy Jordan, Global Strategy & Innovation Director for Lipton Ice Tea, told Pop Sop.
The plastic bottle will feature a great “in-hand feel” with ridged embossing to resemble waves, according to the company.