Lipton globally prides itself on its superior and unique ability to understand and unlock the power of the tea leaf. Lipton is globally recognised as a brand with an expertise on tea and owns the category in large parts of the world (ie Tea is Lipton and Lipton is Tea). It has strong credentials in the “mastery of tea” area and is the Tea expert in many countries, this expertise is reflected in the product range and leadership across both Hot and Cold formats.

Lipton is a brand for the young minded – with its core target are in the age group of 21-30, as such the design should reflect the lifestyle of this group.

The brand is personified by an optimistic person, who is in the loop with what is going on around him (Contemporary) and carries a joyful and bright disposition in all aspects of his life.