True Lemon

Blue Marlin crafts ground-breaking design for True Lemon®:

"Independent integrated branding agency Blue Marlin has created vibrant new packaging for True Lemon®, cold-pressed and crystallized lemon that has the potential to revolutionize lemon usage. The stunning new look will be rolled out this month. 

True Lemon® is made with 100 percent natural ingredients including lemon oils and juices. It has 0 calories and 0g carbs, 0g sugars and no artificial sweeteners, and no preservatives, sodium or gluten. Like bagged lettuce and baby carrots, it is a new format for a familiar product that increases potential usage occasions. True Lemon®, which has been on the market for six years, tastes just like fresh lemon and can be used any place fresh lemon juice is used including water, teas, beverages/drinks, cooking, baking and seasoning.  

“The first challenge we faced was to explain what the heck it is,” says Blue Marlin New York managing director Jean Koeppel. “True Lemon® is  truly unqiue and as a result some stores were unsure of where to put it – some some stocked it alongside powdered beverages, others with sweeteners and some with produce. We needed to create a clear proposition without weighing down the identity with too much information.” 

“We explored a number of different routes to express the brand’s personality which is genuine, innovative, passionate, fun and a little maverick,” she continues. “The final visual identity uses a mouth-watering hyper-real illustration of the fruit’s skin that really jumps off the shelf at you. It is loud and proud and conveys the brand message that True Lemon® is real lemon, only better without the need for tons of copy.” 

“Blue Marlin did an outstanding job for us. Their team was able to find a brillant solution to a real challenge: translating what makes True Lemon® unique onto the package. We’re very excited about our new look which is fresh, modern, natural and iconic,” says Matthew Wiant, CEO of Grand Brands, the maker of the True family of products. 

The new look is also being applied to all the other True products including True Lime™, True Orange™, True Lemon® Lemonade and True Lemon® Raspberry Lemonade."

More images after the jump.

 

  

Comments

[BJMRamage]

Very cool. I used to print their packages as they are a local start-up company. These are a GREAT improvement to the packaging. I only hope they reduced their box. the packages currently are very large for the little packets you get.

[Erin Vale]

I love this packaging for its simplicity. Great post!

[bungle]

average, predictable.......and a rip of of mikes hard lemonade, designed by anthem....must try harder BM!!!

[Christina]

Apparently this did not work out . . .http://www.geniusrocket.com/rfb/true-lemon/? ? ?

[rob]

It´s ok, wouldnt call it ground breaking.

[Ian]

It's nothing like Mikes Hard Lemonade. I like it. Great execution & typography.

[carollamha]

It's hard for me not to compare this to the banana juice boxes from Japan that I've seen several years ago..http://gizmodo.com/archives/sourcefruit-juiceboxes-015789.phpWhen I first saw that I was stunned by the creativity.But now I have to say, not again...

[Yashar]

Not the most original idea and certainly not groundbreaking.The other flavours seem like an afterthought,the same lemon wordmarkis used for the orange. I agree the Japanese packages work much better.

[Peter LaMotte]

Actually at the time True Lemon was very happy with selection and was planning on taking it into production. You can take a look at their selections here... http://www.geniusrocket.com/gallery/true-lemon-package-design/

[Ali]

What a copycat design! Quite unexpected from a well-respected firm. Moreover it was not a great imitation either. No wonder they changed the look.

[reputation management]

Its cool to view all the different different flavors of True lemon.I love to drink orange flavor of it.I would like to taste the rest flavor of it also.Thanks for sharing such a cool natural stuff here...

[Amanda Jones]

Clever, I feel like I could reach out and touch the texture of an orange, lemon or lime peel right now.

[EJ]

Ground-Breaking.Really?! Very very average I say.

[Steve]

The package design is just "OK". This design will lose it's appeal in less than a year and will recede into the grocery shelves like the past packaging endeavor from True Lemon. To bad, they have a good product. They don't have the balls to let a firm create a cutting edge brand for them.

[Cynthia]

ah, exactly what I was going to link to Christina ;-)