Tribal London

Design Director


A global platform where all the Lipton brands could live together in perfect fusion, from hot tea (Unilver) to ice tea (Pepsi Co.)

My role in this project was as Associate Design Director / Lead Designer. A very hands-on role working with and directing the Junior Design team.


To harmonise both hot and ice, we built a simple framework to house each of the different projects. This meant dramatically reducing and fine-tuning the number of design variables previously being used. Everything from colours, typefaces, type scales and iconography was carefully audited.

Naturally, this gave us the flexibility to develop a bold, new design language that could accommodate both hot and ice under the same brand umbrella. 


There was a strong desire to humanise the brand experience and add life to a previously very product heavy website. The lack of assets, specifically photography, led to Tribal being commissioned to undertake a brand photoshoot. The result is a valuable bank of lifestyle-focused photography portraying both hot and ice tea.

Before shooting, we wanted to stress test our design patterns, and map out image safe zones/orientation specifications. This made sure the content worked seamlessly with the website components.


At the time, hot and ice were essentially treated as two different brands with two different clients, never sharing a common design language.

In the search of graphical cues to align both hot and ice, we set out to audit the packaging in detail. Using colour, texture, and packaging artwork to develop background graphics to clearly signpost each tea type.


We designed individual components with mobile-first in mind, and progressively enhanced as the size of the screen increased. This cleverly ensured content could be viewed no matter the screen size, as well as future-proofing for newly released devices.

This component-driven design also gave the client flexibility in the CMS to add content with interesting and engaging layouts within the constraints of a structured content model.