Before & After: Lipton Tea

Lipton Tea is an aromatic, uplifting beverage savored for centuries around the world from India and Ireland to the United States.  Recently, Lipton revealed plans for the launch of its "Be More Tea™ campaign," a new global brand positioning encouraging people to snap out of their routines and to embrace each day with a more present, playful and thoughtful mindset.  The campaign kicked off with a 60-second spot that aired during the Academy Awards, featuring the Muppets as they prepare for their upcoming movie "Muppets Most Wanted."

In correlation, Lipton simplified their logo to the campaign kick-off. The new logo features a slight variation with typography and shading. As a whole, we feel as it is an improvement of the previous sun and its multiple lens flares, but the typography feels bare. What do you think? 

Please share your thoughts below.

 

Before: Lipton Tea's Logo

 

After: Lipton Tea's New Logo

 

"Be More Tea™ Campaign

We live in a busy world. It’s easy to slip into a routine with our heads down, moving from one place or obligation to the next. Lipton wants to inspire consumers to ‘look up’, take in all that life has to offer and enjoy what you may have otherwise missed. This is what ‘Be More Tea’ means to Lipton and the philosophy we will bring to life in our new national ad campaign starring the Muppets.
— Alfie Vivian, Vice President of Refreshments, Unilever

via Lipton Tea and Unilever 

TV credits
Client: Unilever
Brand: Lipton
Launch date: 26th Feb 2014
Project name: Be More Tea
Client: Mohit Anand, Global Vice President and Giles Morrison, Global Director
Creative agency: adam&eveDDB
Copywriter:  Patrick McClelland
Art director: Feargal Ballance
Planner: David Golding
Media agency - Mindshare
Production company: Biscuit Filmworks
Director: Noam Murro
Editor: Neil Smith @ Work
Soundtrack name and composer: Everybody’s Talkin’ written by Fred Neil and performed by Harry Nilsson
Illustrator: N/A
Post-production: Framestore
Audio post-production: Clearcut Sound Studios