To come up with a lemonade brand for zoomers.
An identity that combats the stereotype of "harmful soda" with the help of visuals.
To establish communication with such an audience, we stick to a warm and friendly tone. We position our brand as a “good company”. It’s a friend who’s savvy about a healthy lifestyle. It can share useful advice. It knows how to cheer people up and has the gift of persuasion, based on its well-deserved authority.
Lemonature produces natural lemonades that don’t contain sugar, preservatives and aromatic additives. Instead, they feature prebiotics, vitamin complexes and natural juices. It’s their primary competitive advantage. The target audience of this brand is Zoomers (young people aged 20-30). They’re aware of how harmful traditional fizzy drinks are to the human body. They opt for healthy foods and ingredients.
In line with this concept, we came up with a "live" logo.
Its font looks like waves and hints at constant movement. The signature eyes make any object on which you place them look funnier and livelier. It’s our way of personalizing our visual communication with the audience.
Our brand colors are blue and yellow. The former, being the color of water and air, represents nature. The latter, being the color of lemon and the sun, stands for vitality and cheerfulness. Additional colors were selected so as to contrast and complement each other in the best way. We hand-picked the colors to identify all the flavors of our lemonades. For each drink, we’ve developed a signature font block. Such an approach reflects the contents, the character and the history of each lemonade.
The bright and emotional style of our brand is easy to remember. It precisely fits the tastes of its target audience. First, our drinks lift the consumer’s mood with their looks. Then, they raise people’s spirits with their tastes.
Thanks to being bright and lively as well as having a simple identity, Lemonature differentiates itself from other fizzy drinks. The brand perfectly attracts people’s attention to its main idea: “A soda drink can be natural and delicious at the same time”. Thus, our branding acts as an evolutionary tool that destroys old stereotypes. It is strongly associated with high-quality and natural products.
Lemonade factory "Maikopskaya"
Dmitry Terekhov design
Vyacheslav Rodionov technologist