DESIGN OBJECTIVE: Graphically reduce a common household tool (citrus hand squeezer) to create a logo mark and brand identity for a company. Create a full-color and one-color version of the logo and a branded style guide.
DESIGN BRIEF: The logo is a graphically reduced citrus squeezer tilted on an angle with lemon drops to imply movement throughout the full logo lockup. Lemon H2O is branded as a modern wellness drink for individuals on the go. The colors of the logo are the 2021 Pantone Colors of the Year: Illuminating and Cool Gray 7 accompanied by a light yellow and jade green for variation in the color palette. The typeface chosen is a geometric font with varying stroke weights. The expansion of the brand includes creating digital marketing assets for social media and a magazine ad for print marketing efforts. The magazine ad was translated to Spanish and incorporates the same elements.