MANHATTAN ICE TEA: Stylish refreshment, made for city life.

MANHATTAN ICE TEA

Stylish refreshment, made for city life

THE BRIEF

Oasis asked us to reposition Manhattan Ice Tea for a more modern, style-conscious consumer. The goal was to move the brand beyond mainstream refreshment and create a more distinctive, premium identity with room to grow across formats and flavours.

THE CHALLENGE

Iced tea is a crowded category, built around familiar cues of fruit, leaves and bright colour. Manhattan needed to stand apart without losing immediate category recognition.

The challenge was to balance flavour and refreshment with a stronger, more ownable brand world.

THE INSPIRATION

The name gave us our starting point.

Inspired by the energy and architecture of Manhattan, we built a visual world around modern city life: confident, cosmopolitan and effortlessly stylish.

The Empire State Building became the key brand device, giving Manhattan an instantly recognisable urban signature.

THE DESIGN SOLUTION

We used the Empire State Building silhouette as the central brand anchor, integrating the Manhattan wordmark into a strong vertical design.

Expressive colour, botanical cues and abstract flavour graphics bring energy to the range, while transparent areas reveal the tea itself and strengthen category recognition.

The result is a flexible system that feels bold, premium and unmistakably Manhattan.

THE RESULT

The new identity gives Manhattan a clearer point of view and a stronger presence on shelf.

What was once a conventional iced tea now has a distinctive brand world that can stretch confidently across flavours, formats and future extensions.

Stylish refreshment, naturally.