Project Overview
Lipton Special Art Edition is a unique collection of 250 ml miniature cans, available only in Russia, devoted to the Russian Avant-Garde.
Organisation
Project Brief
Lipton Special Art Edition is a unique collection of 250 ml miniature cans, available only in Russia, devoted to the Russian Avant-Garde. The design team was inspired by some of the most distinctive art movements—Suprematism, Abstractionism and Cubo-Futurism—to reimagine Lipton packaging. The resulting unique and category-breaking designs were then paired with each of Lipton’s peach, lemon and green tea flavors. Not only is the graphic design category-disrupting, but the ultra-portable and lightweight 250 ml size is also the first miniature format can in the ice tea category in Russia.
Project Innovation/Need
Created to stand out on shelf, Lipton Art Special Edition and helps to reclaim Lipton’s voice in the ice tea category, which is crowded with new brands.
Design Challenge
Not only is the graphic design category-disrupting, but the ultra-portable and lightweight 250 ml size is also the first miniature format can in the ice tea category in Russia.
Effectiveness
Whether these special edition cans are purchased on impulse, or are gathered for their shelf-worthy appeal as a collector’s item, it makes the consumer take notice of Lipton in a new and memorable way.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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