Lipton х Prima Maria — How Ukrainian Art-Brand Emphasized the Natural Composition of new line of Tea

Art Nation Agency developed for Unilever Ukraine the creative concept of the new herbal Lipton Natura Botanica line. The creative agency’s team had a goal to create such a concept that would emphasize the natural composition of tea without flavorings, taking into account the overall positioning of the Lipton brand.

The history of the legendary tea started in 1880. Since then and till now the Lipton tea grows, using natural resources, like rain, wind and sunshine. These natural phenomena and the natural ingredients in the new Lipton Natura Botanica line had to be emphasized and at the same time to keep the tea brand recognizable.

Taking into account the request and peculiarities of the Lipton brand, Art Nation Agency proposed collaboration with Prima Maria art brand, created based on the outstanding creative work of the artist, Maria Primachenko. Her naïve artwork is a true and pure art, without additional decoration, born in the environment of pristine nature. The artist was inspired by nature creating her artistic works and images. Her paintings combine simplicity, the energy of natural beauty and vitality.

Head of Licensing of the Art Nation Agency, Albert Sargsian says, “Maria Primachenko was a simple person who loved nature, valued the harmony between people and the natural world. When our team worked on the creative idea for the Lipton Natura Botanica herbal tea line, we wanted to give a sense of the real nature in one sip. This plain tea is natural, has no any flavors. It is real, like the work of the outstanding artist. We wanted to give a sense of natural strength and natural taste”.

 After an agreed concept and legend of the line, the packaging design was developed for the following positions of Lipton Natura Botanica natural teas:

• Fruit-grass mixture with rosehip, apple, sea buckthorn, mint.
• Fruit-grass mixture with rosehip, cinnamon, rose.
• Green tea with lavender, mint, rose.

Each package is a separate corner of nature, where the recognizable images, good animals of Maria Primachenko have settled: a lion, a sheep and birds. To emphasize the taste and composition of each tea type, the elements of flowers, fruits and berries were integrated into the design. Each flavor is a delicate combination of herbs and berries, which are a source for useful substances and strength.

Albert Sargsian adds, “We are proud to have the Prima Maria brand in our portfolio. Besides the fact that the art images helped to emphasize the natural composition of tea, they also added a global brand Lipton local history, because the art-works of Maria Primachenko became a symbol of Ukraine for many modern Ukrainian. I am grateful to the whole creative team of Art Nation Agency for this work. I hope that the Ukrainian consumer will appreciate the new authentic Lipton Natura Botanica line. Meanwhile, we are preparing for new collaborations".

A few words about Art Nation Agency 

In an era of economic impressions, Art Nation Agency helps partners create commercially successful blockbuster products that evoke wow-effects for customers.

Art Nation Agency continues the activities of the UDC agency, which since 2011 has been the market leader in brand licensing. In 9 years, the agency has expanded its expertise and now provides integrated marketing services based on brand licensing, also known as “brand leases”. This is a transfer of rights to use images of famous characters or selectivity in the design, decoration, advertising of goods or services.

Now, Art Nation Agency manages the licensing rights of its own brands, as well as represents international popular brands in Ukraine. Among the own brands in the company’s portfolio: Prima Maria, GAPCHINSKA, Goose, Cossacks and others.

Site of the company: artnation.agency

A few words about Unilever Ukraine 

Unilever is one of the world’s leading manufacturers and suppliers of food, personal care products, cosmetics and home care products. Every day 2.5 billion consumers use Unilever products in over 190 countries. The number of employees reaches 155,000 and sales amounted to 52 billion euros in 2019. More than half of the company’s divisions operate in developed and emerging markets. Unilever owns over 400 brands worldwide, including Persil, Dove, Knorr, Domestos, Hellmann’s, Lipton, Wall’s, PG Tips, Ben & Jerry, Magnum and Lynx.

The portfolio of brands in Ukraine includes both global and local brands such as Lipton Tea, Besida; Knorr soups and cooking bases; cosmetic products and personal care products: Dove, AXE, Rexona, Love Beauty & Planet, TRESemme`, Clear, Timotei, Pure Line, Barkhatnye Ruchki, Camay, Chernyi Zhemchug, 100 Recipes of Beauty, Closeup, Signal, Forest Balm; home care products Cif, Domestos and Glorix.