Premium products from Unilever’s Lipton Tea unit are debuting in redesigned packaging with high-quality photography and sophisticated visual cues. More...



Premium products from Unilever’s Lipton Tea unit are debuting in redesigned packaging. Its line of teas in pyramid-style bags use graphics that incorporate photography instead of illustrations and use other visual cues to communicate upscale quality. The graphics, by design firm Moxie TM, retain the Lipton logo but lighten its signature yellow to what the designers describe as “a champagne-like hue.” The middle third has color-coded flavor descriptions, and the bottom third combines an image of the pyramid bag with photography that suggests the tea’s flavoring (flowers for Herbal Tea, orange slices for Mandarin Orange, etc.). The line comprises nine flavors.