Rebranding the everyday icon: Our take on the Lipton rebrand
When a household name like Lipton unveils a new logo and refreshes its brand identity, the ripple effect travels far beyond supermarket shelves. It sparks opinions and if done well offers a masterclass on how a legacy brand can remain relevant in a modern world.
So, let’s discuss what’s brewing in the Lipton rebrand, (spoiler: it works).
From heritage to modern hydration
The Lipton brand has always walked the line between tradition and innovation. But with changing consumer preferences, particularly with Gen Z and wellness-conscious millennials, the brand needed more than what they currently offered (reconnecting with the younger generation for a start). Enter the new Lipton brand identity: vibrant, youthful, with clarity and freshness.
Gone is the overly traditional feel. In its place? A cleaner, dynamic branding system that embraces energy and clarity. The Lipton new logo strips away clutter in favour of bold colour blocking, confident typography, and a sunburst motif that feels less ‘British afternoon tea’ and more ‘sunshine in a bottle.’ And we’re here for it!
Comparison of Lipton’s old and new logo showcasing brand evolution and simplified design
simplification works, less is more
One of the biggest wins? The logo. Lipton has maintained its iconic circular shape, retaining equity and recognisability - but refined the type and dropped the 3D gloss that once screamed early-2000s. The result is flatter, bolder, and far more scalable across packaging design, digital, and merch.
This is a prime example of brand amplification through simplification. A sleeker mark allows the product and the experience to shine - especially important for branding for drinks brands, where shelf appeal is everything.
a fresh brew look
The new Lipton packaging design is a masterclass in modern branding without losing brand recognition. By simplifying the design, increasing white space, and using cleaner, more structured layouts, the update feels fresh, confident, and much easier to navigate. Typography has been significantly improved, with larger, bolder text that clearly communicates the product name and benefits at a glance.
The once-busy background has been replaced with a sleek, sun-kissed gradient and refined circular lines, allowing the iconic red logo to shine without overwhelming the eye. Even small details like the addition of ‘1890’ to signal heritage have been thoughtfully placed. Altogether, these changes create a more premium, approachable, and instantly readable pack that stands out effortlessly on shelves and reflects the evolving tastes of a modern audience.
typography talks back
The new type system? Confident and accessible. It avoids the overly stylised or tech-heavy trends in favour of human-centric clarity. It’s a reminder that legibility is power, and when combined with thoughtful hierarchy, it guides the consumer experience seamlessly from shelf to sip.
a broader lesson in longevity
The Lipton rebrand tells customers: We’re still the brand you know, but we’ve evolved with you. That’s the essence of brand evolution, honouring heritage without being held hostage by it. This can be a hard task to master, but Lipton have achieved it with this branding refresh in our opinion!
We know clients are sometimes hesitant to let go of legacy visuals for fear of alienating their base. But as Lipton proves, bold brand redesign, when grounded in strategy doesn’t alienate. It amplifies. It invites. It energises. And most importantly, it sells.
Thinking your brand could use a little refresh too?
Lipton’s rebrand teaches us that even the most established brands need to evolve to stay relevant. But not through trend-chasing. Through clarity, consistency, and connection. To any brand on the fence about a refresh: don’t ask if it’s ‘too soon to change.’ Ask if your current identity is doing its job, capturing attention, telling your story, and resonating with your audience.
Our branding services are designed to elevate what’s already working and bring it into the now, just like Google did. Explore our branding packages and let’s make your brand feel as good as it looks - or Contact us today for a chat about where your brand could go next.
Found this blog engaging? Dive into more insights on Google’s recent rebrand! Check out our related blog on Why Google’s updated branding and logo refresh proves you don’t always need a full rebrand. Expand your branding knowledge and stay ahead of the competition.