Lipton: Teamojis

Teamojis were created for Lipton as part of a wider campaign to appeal to a younger audience, putting the consumer journey at the heart, whilst also raising awareness about their sustainability work through bite-sized messaging. They have become signature icons, designed for thousands of different messages and occasions, translated into multiple languages, and executed across physical touchpoints as well as print, digital and social media.

Using the existing global framework and visual language, markets could develop their own specific content based on particular needs and priorities (i.e. country specific holidays or traditions). Designs were sketched, concepted and realised for the tea tags and envelopes, and for social media. All Teamojis contain elements from tea, such as tea cups, leaves, teabags; and branding executed consistently with the existing colour scheme and font family.

Lipton then released a limited-edition tea gift set including 42 Teamoji tea bags of Lipton Yellow Label black tea, packed in Teamoji bags and one special yellow tea mug. The gift set was released in Europe and KSA.

Lipton's aim was to use the tea tags and packets as a way to bring their BCI to life - 'Be Awake for the Moments That Matter' by focusing on both special occasions and everyday moments. Additionally, it was important for Lipton to raise awareness about their sustainability work and sustainable agriculture in the climate-smart tea landscapes of Kericho, Kenya.

The idea of creating tea tags and packets that could be collected resonated particularly with millennials as this project puts the consumer journey at the heart of the concept. Alongside the every day consumer, international influencers and content creators have featured Teamojis in their social media posts. Thousands of people all over the globe are still, to this day, selling and trading Lipton's Teamoji tea-tags on social media and e-commerce marketplaces!

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