LIPTON TEA
Project
The project scenario was to design and execute a package/label design for an existing product. The new design should be
considered a rebrand of the existing product. Identify problems/needs and create solutions.
Class
Graphic design 1
Lipton Tea Package
Rationale
I had the idea of keeping the general look of the box the same but changing its functionality. By having an inner box that slides out as an organizer, the consumer can choose to discard the outer shell or keep it, but the plan would be for them to discard it and then have an organizer. I had the idea to return to the original packaging, a tin container. Tin or aluminum would align with the company's sustainability promise because all metal cans are infinitely recyclable; however, if the company's manufacturing cost doesn't allow it. The box would be made of a material that people could use within their compost; it would also need to be recyclable and biodegradable.
So, with the target audience having some older audience members, there were some legibility issues with the original packaging. Having the Spanish and English on one side created a lot of clutter. Another issue that I noticed with the original packaging was the functionality. So, with three different flavors and the box's functionality being a dispenser, how should the customer pick which flavor they want? I made the box slightly more prominent and added a divider system. I also wanted to change the font color and how the original font looks, which added to the legibility issue. I also wanted to adjust the color of the original text because, with everything being green against a white background, the text did not stand out. I chose an orange and violet gradient for the central part of the title and dark orange for the rest. The left side of the box would have the Spanish translation of the front, and the right side would have some information about the company. This is important because most young people today don't know that Lipton tea started in 1880. Or that Sir Thomas was among the first to sell loose tea to the masses. The information on the right side of the box would also be translated into Spanish and placed on a paper insert that would go inside the box.
The leaf tab would be used to pull up the box’s content. The internal divider has titles and a color-coded system. So people know which flavors they're getting. The color-coding system would also benefit small children as this brand is a family brand. A picture of the Lipton tea would be on the backside of the divider.
TARGET AUDIENCE