Lemon Lillie is introducing a specialty food brand that will bring a series of four citrus products to market over the next year. Lemon Lillie president, Lillie M. asked COE Design to concept and design the new company, brand and product introduction. “Remember, a brand exists in the eyes of the consumer, it’s how they feel about the product and company. The logo is not the brand, it is a symbol for the brand. Both are important and need to support each other to create a strong brand presence” states Coe Wright. It is important to have brand direction before beginning an identity. Having this information, we can help make an impact on her customer and create the brand awareness needed for consumer loyalty.
From the start we knew the client wanted a distinctive brand introduction. Color can capture your attention or send a powerful message. Color does matter “Colors are forces of radiant energies that affect us positively or negatively whether you know it or not” said Johannes Itten. Research shows people recall 10% of what they hear, 20% of what they read, but 80% of what they see. It was very important to our client that these colors be bright and strong. Looking ahead, the packaging design should command attention on the shelf and stand out among its competitors. This means as we designed the company logo, we realized it would impact the future packaging.
A first look at the company logo is featured on the business card and landing page. The logo is strong and colorful and by creating a custom-altered font, we personalized it for Lemon Lillie. The grey typography is flexible enough to be used across multiple products when expanding the brand. A simple illustrated lemon slice was incorporated into the logo and will be leveraged across the brand vision. It can be tastefully used on the product packaging, as a graphic ‘stamp’ or as a playful pattern as seen on the back of the card.
The client is delighted with the company launch, and is looking forward to the next stage of the brand and packaging development.
COE Design is a multi-discipline design firm that specializes in the strategy of blending branding, structural and packaging design, using graphic design to develop a cohesive brand resource for clients. Many of our designs reduce material usage, produce innovative solutions and lower costs. COE Design is passionate about creating smart solutions that help protect the planet.