Iced tea brand for fun in the summer Hamptons appeal
New design communicates marketing story of summer fun and refreshment
Long Island Iced Tea is usually associated with the legendary cocktail, but an upstart challenger brand is making waves in the ready-to-drink, $4.8 billion iced tea category by inviting curious consumers to check out the brand. Long Island Iced Tea (LIIT), based in Long Beach, New York, is targeting the bigger established brands with a new brand identity and design. The brand, which is sold in the Tristate area, tapped Tigre Creative Inc., (tigrecreative.com) the New York-based international brand design and development firm, who saw this as an opportunity to increase shelf and brand presence while communicating the brand’s unique story.
Tigre collaborated with LIIT’s marketing team on the holistic brand strategy with an emphasis on package redesign. “We set the creative direction by establishing the new brandmark and packaging,” says Tammy Vaserstein, creative, principal, Tigre. “By capitalizing on the enticing image of summer fun and providing a bold, new image for the brand, it now stands out in a crowded category.” One of the brand’s key differences from competitors is its emphasis on natural ingredients with no high fructose corn syrup.