Lipton's Premium Pyramid Tea Bags Infused with Healthy Pleasure

New York, NY (PRWEB) April 27, 2010 -- The popularity of specialty tea is on the rise, as more consumers are realizing the health benefits of tea drinking. According to market research firm Packaged Facts, U.S. tea sales will double from what they were in 2007, $7.4 billion, to $15 billion by 2012.

To align Lipton with upscale, gourmet tea products and enhance its reputation as an innovative leader in flavored & premium tea, international brand design and development firm, Moxie TM, re-energized the packaging for the company’s line of premium pyramid tea bags. Vibrant colors, real photography (rather than illustrations), and flavor imagery help fulfill the tea’s promise of indulgence and excitement, while upholding Lipton’s reliability for taste and affordability.

"Our objective for the new design was to convey the excitement and promise by capturing the essence and uniqueness of the product while acknowledging the sensory delight," says Tammy Vaserstein, Creative, Principal, Moxie TM, Inc.

The package features the product photo: a mesh pyramid tea bag filled with the long leaf tea, real fruit, herbs and spices that assures perfect steeping as well as exceptional flavor and aroma release.

The layout and design of the new package is divided into thirds that work harmoniously together to represent the decadence and thrill of the tea, while still maintaining strong brand recognition. The Moxie TM team retained Lipton’s familiar red brandmark and signature color of premium yellow for the top third of the package. The yellow was lightened to a champagne-like hue, alluding to a heightened sense of elegance and upscale quality. Vibrant color bands that hint of the tea’s aromas run along the center third of the box providing a back drop for the surprising flavor combinations such as Blueberry & Pomegranate, Spiced Cinnamon Chai, Raspberry Passion Fruit, and Vanilla Caramel Truffle displayed in upper case serif typeface. The tea types (green, white, black, and herbal) sit above the bands for easy navigation. The bottom third of the box is devoted to real photographs of luscious fruit, spices, and floral ingredients (instead of illustrations) for enhanced appetite appeal.

"With the newly refined champagne yellow displayed along the box’s top, the vibrant color along the center that allows for easy flavor navigation, and the real photography of ingredients along the bottom, Moxie TM has created a strong and captivating on-shelf presence for our premium tea. We are extremely excited about this new sophisticated and modern look,” says Lucia Varela, brand manager, Lipton.

Moxie TM, Inc. (www.moxietm.com) is an international brand design and development firm with offices in New York and Miami.

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