Lena, a mixologist and granddaughter of lemon farmers created an updated line of lemonade flavors with a nod to the beautiful lemonade concoctions her grandmother always served on the farm. She wanted sustainable containers, and a brand personality that would deliver the dual personalites her line offers, as a refreshing contempoary lemonade and a terrific drink mixer.
Creative Director + Lead Designer
Brand + Logo
In a densely populated drink category how might we create new brand packaging that will stand out and deliver as a refreshing 100% organic lemon beverage in fresh new flavors, a cocktail mixer, and a non-alcoholic option in an enticing can.
We researched competitive non-carbonated drink and liquor packaging, and sustainable container options. While considering ease of recycling, production and where our personality could deliver others weren't. Cans surpassed bottles for ease of recycling, and cardboard cartons aligned with the organic brand over plastic 4-pack yokes. We learned most beverages don't market themselves as refreshing drinks, cocktail mixers and as a non-alcoholic social setting option. Packaging really skewed one way or the other giving us an opportunity to stand out in a complex market.
Lena's brand personality was developed from key points in her story — spending time on her grandparent's lemon farm, and years as a professional mixologist, and her love of fashion history. Utilizing stylized illustration reminiscent of prohibition design, we created a logo that resembles a lemonade stand sign, a lemon tree representing the lemon farm, and a modern bold lemon trio icon. The tall skinny 16 oz. can packaging uses a printing show-through technique for all the art deco style line work in the illustrations, giving the cans a shimmery metallic presence making Lena's Lemonade a standout in beach coolers and nightclubs alike.