DVB101
LEMON CHEEK: BRAND IDENTITY
LOGO DESIGN
Lemon Cheek is a retail juice bar franchise with multiple stores located in inner-city shopping districts. They primarily sell juice, smoothies and other fruit related beverages to customers in shopping centers. They have requested for their brand to be professionally designed, and for the final imagery and logos to match a specific set of requirements.
Lemon Cheek want to stand out from competitors, so they are not concerned with experimental or less mainstream solutions to their branding. Humour is one of the most important attributes to the Lemon Cheek brand, as well as the depiction of playfulness, a carefree nature and innocent cheekiness. Lemon Cheek require a logo with variations, as well as a set of campaign imagery as a series of three. Colours and styles should be professional but not detract from the mood of the images.
ADVERTISEMENT CAMPAIGN: 3 POSTER SERIES
I was influenced by disturbing, weird and
odd art, and I wanted to give my advertising
campaign a similar twist, because I knew this
would help it stand out.
I developed creepy characters based off fruit.
This was where I realised that I wanted to
create one image per type of fruit. This would
make the series cohesive, but also allow for
creative, unique ideas in each of the three.
odd art, and I wanted to give my advertising
campaign a similar twist, because I knew this
would help it stand out.
I developed creepy characters based off fruit.
This was where I realised that I wanted to
create one image per type of fruit. This would
make the series cohesive, but also allow for
creative, unique ideas in each of the three.
I then explored compositions for the three flavours:
I quickly realised that the direction the juice was made would directly correlate with the way audience’s eyes would travel through the illustration. Keeping left-to-right reading in mind, I employed Z-lines to dictate where the flow of juice would go. The product being sold is placed at the end of the process line, which is at the bottom of the image. This was intentionally placed at the end of the route viewer’s eyes should take to put emphasis on the product.
I found I could be more creative on paper, so I drew the posters on paper and then digitally coloured them.
REFLECTION
Along with the brand and logo of Lemon Cheek, this campaign heavily uses rhetoric appeal to great effect. The illustration style of the fruit creatures immediately provides a shock factor, and demonstrates to the viewer that this juice shop is trying to be different. The main rhetoric of the campaign is the brutal murder of personified fruit in creative but twisted ways. This ominous backstory has a reverse effect, and makes the brand appear as though they are comfortable with how their ingredients are sourced. The names of the drinks (Berry Blend, Lemon Squash and Orange Split) are common names for flavours of juice, but they also accurately describe what is happening to the fruit in the picture. An additional ironic phrase like ‘ethically sourced’ contradicts what audiences can see in the image.
The same colour palette was used as the logo, but the hierarchy of colours was changed slightly, using more of some colours than were previously used in the logo.
Every aspect of the image’s composition was carefully considered to improve the visual communication. The fruit creatures follow a distinct path to their demise, which leads the audience through the image and directly into the cup, which is the product being sold. The text is placed just below the cup to mentally attach the cup with the name of the product. The illustration is intentionally chaotic and hand-drawn to appear more playful and fun.
I used dark green as an outline colour because it tied everything together more than black would, but it made the illustration feel more like a retro poster. I lent into this style with a retro typeface and an added drop shadow. Metallic machinery that would figuratively be interpreted as grey, was depicted here as one of the vibrant colours from the palette. This made the campaign more colourful and vibrant, which forced the imagery to feel more delicious and tropical, and the brand feel more fun and playful.
