BVD

Assignment

Lemonaid GmbH. Packaging design Lemonaid non-alcoholic drink. Germany/Europe, 2009.

Challenge
The drinks market is extremely competitive and it is hard for new products to come on the market and be seen, which makes the packaging especially important in this category. The design should draw attention to itself and simultaneously be unique and “iconic”, time-
less and modern. It should signal good quality but not premium and luxury. Simultaneously the design should effectively challenge the conceptions of how “charity products” and organic products should look. The pro-
duct should be in demand and bought by everyone,
not only those who actively look for organic goods or normal consumers who buy on impulse because of a bad conscience.

Solution
The oversized logo that encircles the bottle arouses curiosity and shows the bottle as a three-dimensional object, instead of using the front and back in a tradi-
tional way. The aim of this clear and eye-catching design is to reach out to a young, urban consumer and also to make itself noticed in the intense environment
of everyday shop surroundings. The cross in the logo naturally refers to the product’s charity mission.

The result
Lemonaid was launched in July 2009 in carefully selected bars and restaurants in Hamburg and Berlin.