Naturally Invigorating

The Challenge

Lemon is a lifestyle brand that curates content. The founder’s mission is to inspire others to lead naturally invigorating lives.


My challenge is to design an identity that is inspired by the name Lemon, the brand’s purpose and the six main areas of focus within the platform.


Brand Identity

Website Design

The Results

Approaching the brand as modern and curatorial led me to the idea of liquid branding. The “o” in the logotype flexes to represent each of the main areas of focus. Liquid branding is a malleable approach to branding, especially for entities that cater to the individual. The logotype is inspired by the bold, sharp, punchiness of a lemon.