U-Studio were briefed by Lipton to create a bank of 'emoji'-style icons for the brand to be included on the tea tags, products, social media etc. The idea was to leverage the tea tags and envelopes to bring the BCI ("Be awake during the moments that really matter") to life, whilst raising awareness of Lipton's sustainability work through bite-sized messaging.
Using the existing global framework and visual language, markets could develop their own specific content based on specific needs and priorities (i.e. country specific holidays or traditions). Designs were sketched, concepted and realised originally for the tea tags and envelopes, then for short social media animations. All Teamojis contain elements from tea, such as tea cups, leaves, teabags; and branding executed consistently with the existing colour scheme and font family.