Tiptree redesigned jam jars hero render

Tiptree Redesign

Identity, packaging, and experience design

Complete packaging rebrand of Wilkin & Sons Tiptree. The redesign aims to infuse Tiptree with a fresh, friendly appeal that resonates with U.S. consumers, capturing the spirit of American mornings. By expanding the product line to include an array of new, exciting flavors, Tiptree positions itself as a forward-thinking brand ready to invigorate the breakfast tables across the nation. The rebrand focuses on simplicity and warmth, mirroring the comforting embrace of daybreak, ensuring every interaction is as inviting and flavorful as the products themselves.

Collaborative project with Janine Hernandez

→ Featured on The Dieline (9/6/24)

Logomark

We retained key visual elements like the signature script and slanted underline, recognizing their significance in maintaining a connection to the brand’s history and heritage.

Principal Display Panel

Tiptree principal display panel label layout

We chose to maintain a similar label shape for consistency throughout the rebranding process. Drawing inspiration from the old label design, we refined it to establish a more polished and sophisticated look, enabling us to establish a clear hierarchy for presenting essential information.

Product Line

Tiptree expanded product line render

Digital Renderings

Tiptree jam jars grouped render
Tiptree jam jar render
Tiptree jar label detail render
Tiptree product family render

Editorial Photography

Tiptree jars styled with a breakfast spread
Tiptree jar editorial close-up
Tiptree jam on toast editorial photograph
Tiptree jars on a morning table
Tiptree editorial still life with fresh fruit
Tiptree jar held in hand

Brand Activation

Tiptree billboard advertisement
Tiptree poster mockup
Tiptree street advertising mockup
Tiptree transit ad mockup
Tiptree campaign mockup

Retail Display

Tiptree retail shelf display
Tiptree retail display detail
Tiptree in-store display stand
Tiptree retail signage

Digital Media

Tiptree Instagram feed on a phone
Tiptree social post on a phone
Tiptree redesigned website homepage
Tiptree website product page

Special Thanks:

Paula Hansanugrum, Gerardo Herrera,
Kaitlynn Gibson: Virtual Packaging
Craig & Leo: Kongsberg Team
Lingyu Xu: 3D Modeling Freelance
Vicky Lin: Illustration Freelance
Jeffrey Su: Camera
Kerrie Chu: Hand Model
Scarlit Bloome, Wendy Thai, Ana Vazquez, Grace Johnson, Alexander Lieberman, Ming Tai