Lemoh
The Challenge
Our client had only sat on the periphery of the beverage alcohol space. While they have created some of the most iconic flavors this country has seen, their understanding of the 3-tier system and consumer they wanted to engage with was minimal. We needed to define the right opportunity for this new business entity and define the ideal way to approach the market. To compete with them we needed to find a unique value proposition for this brand. Nothing was defined. No structure set. We led the charge in developing this business and its products.
The Solution
However, the hard seltzer category was beginning to soften and retailers/distributors were looking for solutions. The RTD challenge was finding margins in lower volume launches. Spirit-based RTD’s were the trend, but tax implications made profitability difficult without scale. We ended up building a brand platform with the flexibility to launch with both hard seltzers and RTD’s to test the market, with an added option to go the non-alcoholic route in the future once equity was built behind the brand.
Role: Creative Direction, Brand Strategy, Design Direction, Design, Campaign Ideation, Execution
Created while at Agency squid
After defining the business structure, we developed a mission, vision, values, and brand pyramid to guide Lemonati and their new brand, LemOh into the consumer landscape. Key messages and occasions were developed to give the sales and marketing team insight into who to position the brand with their respective audiences. The research conducted informed every step of this process, validating brand positioning at each step.
