Lipton Improving the Visual Design of Their Packaging for Pyramid Sachets

 - by Alex Zorach

It is common for brands to change their packaging.  As I run RateTea and work to keep the site up-to-date, I frequently notice changes in packaging.  Most of them are changes I see as improvements, some are ones I see as neutral, and sometimes I see changes that I actually dislike.

I want to highlight an aesthetic change that I particularly like.  Unfortunately I just have the thumbnails of the old image, so I’ll show it together with an equal-sized thumbnail of the new packaging.  Click through to Lipton’s site to see a full resolution image.  The tea I am focusing on as an example is Lipton’s Mandarin Orange Green Tea, part of Lipton’s line of pyramid sachets.  Lipton changed the packaging on both their flat tea bags and pyramid sachets, but it’s the pyramid sachets that I think exhibit the most noticeable improvement.

The old packaging:

A green box of Lipton pyramid tea sachets

Old Packaging

The new packaging:

New Packaging

New Packaging

I think the new packaging looks a lot better.  I think it looks warmer, and I also think that it looks more professional.  At a glance, I think the new packaging really strikes me as having the look-and-feel of a high-end brand, whereas the old packaging looked more like a typical supermarket brand.

Notice that instead of the small, scattered Mandarin oranges in the top graphic, there is instead a closeup of a lucious, juicy-looking mandarin orange.  I find this much more enticing.  I especially like the beige color at the top of the new packaging.  I think that this, combined with the closeup of the orange, creates a warmer color-scheme.  I also like the change of green-on-white lettering to white-on-green lettering for the tea’s name.

Also, note that the pyramid bag in the bottom picture now shows the leaf floating upwards, almost as if the tea is in the process of being steeped.  I think this is subtle but smart–it is an illustration of the primary benefit of the pyramid sachet, the fact that it gives the leaf room to expand.  Also note how the bottom package, which shows the pyramid sachet overlapping two layers of distinct color, illustrates the transparency of the sachet more powerfully than the old packaging.

In the end though, packaging isn’t very important to me.  I notice it, and I may use it to make an initial guess about a new brand with which I’m unfamiliar, but in the end I care most about how the tea tastes, its price, and its sustainability.  I suspect packaging makes less of a difference in whether or not I buy a tea, than it does for the typical person.  I definitely notice and pay attention to the packaging, but I also go out of my way to sample a wide range of teas, and choose what to drink on the basis of the tea itself.

What do you think?

  • Do you like the new packaging on this Lipton tea more than the old one?
  • Have you noticed any other brands of tea changing their packaging recently?  Did you have an opinion on the change?
  • How important is packaging to you?  Do you think it makes a big difference?

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