WORK

Packaging

Sir Thomas Lipton tea – food service range, Asia Pacific region.

Unilever’s Sir Thomas Lipton (STL) Specialty Tea Collection is a quality range of black, green, flavoured and infusion teas. Research conducted showed that overall, STL is liked and perceived to be relevant for major customers, however, some would like a more sophisticated design that focuses key ingredients to create better distinction between each tea varietal.

The task was to refresh the packaging design of the STL Specialty Tea Collection for B2B clients and channels which include workplaces, hotels, cafes, restaurants, pubs and clubs. This packaging refresh project aimed to maintain STL’s premium appeal and reconnect with the audience on a more emotive level. The objective was to increase market-share by creating more desirable packaging for the product range.

The STL signature logo was refined, making it more legible and prominent on-pack in a gold foil. A dark, premium direction for this packaging refresh created a classic and sophisticated feel. The refreshed design was rolled-out across multiple pack executions for the nine SKUs; Earl Grey, English Breakfast, Decaffeinated Black Tea, Green Tea, Green Tea Jasmine, Orange Tea, Lemon Tea, Chamomile and Peppermint.