Lemonback is a spicy lemonade drink that is actually on the market right now. The only thing you might notice is that it looks nothing like what you’re about to see here. This case study is an exploration into what Lemonback could look like.

The conceptual design is a mixture of hip surfer and western cowboy. The spicy nature of the drink prompted for a typeface that is edgy and exotic. The choice became clear with a typeface called “Heartland” that has the perfect nod to spicy western California beach bum.

The color palate is inspired by the beach and sun, preferably where one would enjoy a Lemonback. Since the drink packs a punch, the visual language contrasts that with something more subdued and calmer so as to not come across artificial. The copywriting throughout rips into spicy wordplay, playing around with the lighthearted and Adult-humor nature of the brand.