The popularity of specialty tea is on the rise, expected to reach $15 billion in sales by 2012, due to its purported health benefits of tea drinking. To align Lipton with upscale, gourmet tea products, Moxie™, re-energized the packaging for the line of premium pyramid tea bags. Vibrant colors, photography rather than illustrations, and flavor imagery help fulfill the tea’s promise, says Moxie™ head Tammy Vaserstein. The design team retained Lipton’s familiar red brandmark and signature color of premium yellow, which was lightened to a champagne-like hue, alluding to a heightened sense of elegance and quality. Lucia Varela is brand manager at Lipton.
SOURCE: GD USA
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