Bring out the sunshine

Lipton has always been about feel-good refreshment, but in a world saturated with famous icons their truth was drowned out. So we went back to its roots: the sun as it grows the tea and the feeling of being in the sunshine.

The yellow circle puts the spotlight on the action, sharing the energising power of the sun and putting its natural energy front and centre.

And with Lipton’s new brand world is born out of the sunshine, so is our motion language. With the typography being lit by the bright sun, motion-led shadow play becomes instantly ownable to the brand and it’s live, adaptable and globally implemented. And while the yellow circle becomes synonymous with the brand on static artwork – circularity is now a key principle in Lipton’s motion toolkit, with a new logo mnemonic being introduced across all TVCs globally.
As part of the new identity, we created dynamic liquid shots and serves across 4 product ranges that can be used across different campaigns, driving taste & refreshment queues wherever the brand shows up.

Awards
Creativepool Annual
2022 Bronze: Branding - Lipton Highlight Typeface
2022 People’s Choice: Typography - Lipton Highlight Typeface