Lipton’s Rebrand: New Leaf, Corporate Energy

Lipton Tea’s new logo and packaging unveiled. The differences are subtle but does it change how you feel when you see it?

Just saw the new Lipton logo today and my jaw dropped.

I grew up watching my mom drink Lipton every day - always iced, always with a ton of lemon. So I have a soft spot for the brand. And as a designer, I get extra curious when a legacy product messes with a logo I’ve seen my whole life.

This new one? It’s clean. Confident. All caps. It’s giving “heritage brand trying to feel bold again.”

But part of me misses the friendliness of the old one: the soft glow, the title case, the warmth. The new design adds a leaf (yay nature) and an “EST. 1890” stamp to remind us of its roots, but the vibe overall feels more... structured. Like the tea got promoted to upper management.

To be clear: I don’t think it’s a bad rebrand. Just a colder one. Less sunny. Less “tea with mom,” more “tea at a board meeting.”

Curious what you think, refreshing update or did we lose some soul in the process?