What the L?
This morning I opened up a new box of Lipton tea, only to be confronted by tea bags that now sport a white L reversed on a red background. It's actually fairly nice looking, and I give them no notes about typography choice. But really, why?
This move was apparently made nearly a year ago, and I've certainly bought the multi-sleeve pack of tea at least once in that time but this is the first time we've encountered it, which probably says something about local store stocking....
At the time it was announced, Food Business News reported that the rebrand was a move to “refresh the image of the brand and keep relevant with consumers.” I'm sure there were focus groups involved that told them so.
Like most repackaging moves companies make, I fail to see how this will make them more relevant with consumers. (Oh, my tea has a snazzy L on it so I feel more hip while drinking it??) At least they didn't make themselves unrecognizable on the shelves, as many brands do when they tread down that path. But the part that puzzles me in this case is the box still retains its trademarked (literally) Yellow Label black tea verbiage when the label is in fact, no longer yellow. It's a choice, but one that's kind of a head-scratcher.
The box notes that Lipton Yellow Label tea is iconic. I would concur. It's the basic tea many of us grew up with, and while I certainly have developed near addition levels of devotion to some Harney's products, Lipton still wins points for what it is: a reliable, basic black tea that's comparatively value priced as tea aisle offerings go.
But when I googled to learn more about this brand shift, it hit me why they went with the red. Much better favicon than that yellow:
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