I rebranded Lipton into a brand that had a more upscale feel. I wanted to target an older demographic that was more inclined to buy tea. I wanted to also increase the value of the brand while also shifting the brand focus to an audience that would also be able to afford the more upscale price.

I researched various types of packaging to decide on what kind of packaging to use while also forming an idea of what direction I wanted to take. I compared different brands that sold either tea or similar products to tea such as coffee. Some of these brands included, Starbucks, Dunkin' Donuts, Maxwell, Pure Leaf, Arizona and otehrs.

Lipton as a brand had some confusing messaging and imagery that comflicted with each other. They tried to represent drinking tea as something comparable to a night out at the bar. It didn't make much sense. Overall I redesigned their brand to be more upscale to reflect a demographic that would not only be able to afford a more upscale product but also appreciate it.