T2 vs Lipton Comparison and Mood Board

As we learned from our visit to T2, their branding is all about educating the customer and giving them an experience. T2's packaging designs for each individual product are made to work in harmony all together in their specially designed store environment. The usual form of packaging for T2 tea is in bright orange printed card cube-shaped boxes with white text in a simple, clean, sans-serif  typeface with a unique bright colour assigned to each flavour of tea. The packaging is designed to be bold and eye-catching as well as sophisticated. The different packages are all clearly connected while still allowing for each flavour to be easily differentiated. The packaging for T2 feels very artistically designed and suits the premium image of the brand and dresses the product well as a luxury item.

Lipton's packaging takes a completely different strategy to the T2 packaging. Although they are both brands of tea, the two are marketed in completely different contexts, which is reflected in their packaging design. While T2 is marketed in a store filled only with merchandise from their own bag and focuses on creating a meaningful store experience, Lipton is marketed in grocery stores on shelves next to its direct competitors. Because of this, the goal of Lipton packaging is to catch the eye of the customer and draw them to that brand over rival brands. The standard flavour of Lipton is sold in bright yellow cardboard boxes that are immediately recognisable and attention grabbing. Lipton's logo is red to signify a long-standing trusted brand. To differentiate between flavours of tea, Lipton alter the packaging to incorporate imagery related to the flavour, such as a peach or berries. The packaging overall is simple but neat in design so as to express that the tea is quality but not costly in order to attract customers. Lipton's packaging is done well to ensure the brand is instantly recognisable and eye-catching and appealing to its target customer.

Moodboard: