Creating a global Lipton sub-brand from concept to international rollout.
Designing a new beverage brand capable of scaling seamlessly across diverse European and global markets.
Following a successful collaboration with PepsiCo’s regional team to create and launch Lipton Nature Green, PepsiCo’s UK representative office turned to Mildberry for a major international initiative. The objective was to develop the complete visual identity and packaging design for T-Fusions—a major new Lipton iced tea brand destined for global distribution.
This marked a rare milestone for the agency: a international consultancy commissioned to build a brand from the ground up for global deployment. The strategic challenge was creating a modern visual language flexible enough to resonate across varied consumer cultures while maintaining the global authority and refreshing appeal of the parent Lipton brand.
Building a cohesive visual identity and scalable packaging architecture designed for multi-market expansion.
Mildberry developed the visual platform and package design for T-Fusions, laying the groundwork for a phased international launch.
We developed a visual hierarchy that balanced Lipton’s core brand equity with the innovative positioning of T-Fusions. The design system established a distinct brand presence while reassuring consumers of the product's tea lineage.
We developed a dynamic packaging concept emphasizing natural tea infusions and fruit flavor combinations, ensuring maximum shelf stand-out and immediate appetite appeal across international retail environments.
We designed the packaging architecture to be modular, ensuring easy adaptation for regulatory compliance, local naming nuances, and multi-language requirements across Western Europe and prospective global markets.
A successful international brand creation that expanded across key European and global retail markets.
Completed in early 2012, the new T-Fusions brand system launched rapidly across Western Europe, hitting retail shelves in Belgium, the Netherlands, Switzerland, and France within months. The brand subsequently expanded into Great Britain, with strategic foundations laid for entry into South American and Australian markets.
Mildberry's work delivered a versatile, high-impact brand platform that validated PepsiCo's strategy to introduce an innovative Lipton sub-brand to the international iced tea category.