The new design aims to emotionally connect with Lipton Ice Tea’s target ‘millienials’ audience (18-24 year olds), with a fresh sense of energy, dynamism and freedom. Synonymous with characteristics common to this audience type, the design endeavours to evoke feelings of ‘possibility’, ‘making the most of now’, and an enthusiasm for ‘vibrant and inspiring experiences’. A bright illustration of the sun evokes the beverage’s uplifting and revitalising qualities, whilst also playing to the strong association Lipton Ice Tea has with beach culture.

One of the key challenges faced was to create a single bottle design for Lipton Ice Tea that would work with significantly different filling technologies across a global network of distributer's and franchise operations. The new bottle achieves high shelf impact thanks to a distinctive modern unisex profile and engaging physical equity in the form of a cartouche echoing the iconic Lipton motif. The bottle provides a great in-hand feel prompting consumer excitement and enjoyment. Another key development is the new ‘shoulder-high’ label, working in combination with the new graphics design to prompt recognition and provide high visual disruption and differentiation on shelf. The higher-positioned label also seeks to arouse that same sense of ‘uplift’ consumers get from drinking Lipton Ice Tea.