Lipton Tea • 2025 • 2 minute read
Role
Duration
Tools
Anticipated Impact
+30% increase in time spent on page
+20–40% increase in click-through rate by showcasing product lines and clear CTAs
Up to 2x more scroll depth engagement
Improved brand perception especially among Gen Z and Millennials who equate design with brand trustworthiness
Better conversion from ad traffic
Design Challenge
Problems:
Overall outdated design style and layout
Does not differentiate Lipton Teas from other options
Basic layout, boring, uninviting.
Desires:
Promotes the high quality & longevity of the brand
Warm and inviting, high transparency
Showcase all avenues of the brand product offering
Talking to target audiences (lovers of all things tea, healthy adults, age range 18-80)
Easy to navigate design
Branding & Hero Section
There was little visual emphasis on the customer, the product being made, or overall responsiveness. I drew inspiration from the shape of the updated logo and Lipton tea tags, creating custom masks to frame content. Instead of static imagery, I opened the hero section with dynamic visuals of tea being poured to immediately highlight warmth, freshness, and brand identity.
Layer Masks
BEFORE
AFTER
Tea Lovers
For this section, I created a collage of tea lovers using custom brand-inspired masks, and added much-needed motion with a double infinite scroll. I also introduced additional text to better support each section and used the mask shapes to create smooth visual transitions between sections, adding cohesion and flow to the page.
BEFORE
AFTER
Product Slide Show
The products are the stars of the site and deserved to be treated that way. The original recipe section included a sunshine effect that felt underused, so I remixed it and applied it to spotlight the featured product in the redesigned carousel. I also incorporated tea strings as subtle accent elements to reinforce brand detail and warmth
BEFORE
AFTER
BEFORE
AFTER
Brand Story
The landing page lacked context around what makes Lipton special — something competitors and even the parent site emphasized. To address this, I closed the page with a clear, compelling brand story that reinforces Lipton’s legacy and values.
AFTER