Lemon Design is a strategic branding and design consultancy firm, and had to come up with branding and identity design for a new brand of beverage being launched. The vision was to redefine how a beverage is perceived and consumed in this country and create an entirely new set of conventions and a new vocabulary around it.
The deliverables included verbal identity, visual identity, menu design, signage and other knick knacks like coasters, posters and merchandise. The project included conceptualization, copy writing, packaging, promotional graphics, merchandise, etc. to understand the brands that already exist and define the brand in a way not explored in India.
This project was divided into two stages. In the first stage I spoke to people who enjoyed drinking, sat at pubs, observed the group dynamics, and bonding that happens there, small rituals as well as the must-knows of pub culture. After some work on the identity, the investor pointed out the need of humour as a tool of wit. The concept took a completely new turn thereafter, was finalized in this stage itself, presentations were made and sent to the client.
The second stage started when the client rejected not the concept, but the execution of it. Going back to the drawing board seemed too huge a task for me, especially when everything was near execution, but it was an inevitable task. Conceptualization started afresh, and after a month of racking our brains, another presentation was made. This time, one of the concepts got selected. Work started in full swing.
During these months, I learnt that designers need to look beyond their personal likes and dislikes, and put themselves in someone else’s shoes. Once they manage to do that, design becomes a tool for one to understand and escape reality.
