Lemonade CID

CID for Lemonade

středa, 29. července 2009

Inspiration

Lemonade’s look so far - rather different graphic styles

ATTENTION: BIG IDEAS EXPECTED!Client: Lenovo! ! Project: Launch U-350! ! Budget: USD 100 k

Required output: Creative launching concept

ASSIGNMENT (Please describe the assignment in one sentence)

Please prepare launching concept for the Lenovo U 350 personal notebook.

GOALS (What do we want to achieve and how shall we measure the success)

We must introduce the brand (due to critically low awareness), create an en-

gagement idea to connect with possible users and persuade them to buy it.

TARGET AUDIENCE (Don’t use demographics only - think about insights)

Young mid-experienced people considering purchase of a new notebook.

KEY INSIGHT (Express the key insight)

“I care about user friendly operation, overall performance and design.”

SINGLE-MINDED PROPOSITION (Define one & most important thought)

Choose IdeaL. Choose Idea Lenovo.

SUPPORT (Say anything to defend your SMP definition)

Idea Lenovo is the IdeaL within personal notebooks.

TONE OF VOICE (Express the tone of voice you want to use)

Friendly, innovative, young at heart, design-based, nice and open.

MANDATORIES (Anything necessary you did not mention yet)

Lenovo CID, U 350 design.

T A S T E T H E D I F F E R E N C E • T A S T E T H E D I F F E R E N C E • T A S T E T H E D I F F E R E N C E

L E M O N A D E s . r . o . • U !ALAMOUNKY 41 • PRAHA 5 • W W W . L E M O N A D E . C Z

C R E A T I V E B R I E F

CLIENT/BRAND/PROJECT

Lenovo / Lenovo / U-350

ASSIGNMENT DATE

7.7.2009

CREATIVE REVIEWS

When writing a Creative

Brief please remember:

You are supposed to inspire

not to limit. Use your com-

mon sense to express things

easily, accurately and un-

derstandably. Do not copy

and paste from the client’s

brief. Use your own way of

grabbing and explaining

the assignment. And please

remember: We ALL at

LEMONADE always juice

the best out of us!

Lemonade’s look so far - rather different graphic styles

THE FOLLOWING CID CONCEPT IS BASED ON THE SIMPLE 2D LIME ILLUSTRATIONS

AND GREEN STRIPE PATTERN COMBINED WITH CLEAN WHITE SPACE

Why this graphic style?๛ It’s simple and clean๛ It’s easy to apply both as decoration (the stripe pattern)

and labeling system (the pictograms)๛ It’s easy to develop further and build upon

Elements of the CID๛ Logo๛ Typography๛ Colour palate

Lemonade’s logotype

Lemonade’s fonts

Lemonade’s colour palate

35/2/85/0177/206/84

28/0/84/0194/217/84

13/0/40/0225/235/174

44/0/75/0252/204/174

74/0/90/059/2/88

84/18/94/329/148/87

84/35/87/2139/111/80

35/2/85/0177/206/84

28/0/84/0194/217/84

13/0/40/0225/235/174

44/0/75/0252/204/174

74/0/90/059/2/88

84/18/94/329/148/87

84/35/87/2139/111/80

35/2/85/0177/206/84

28/0/84/0194/217/84

13/0/40/0225/235/174

44/0/75/0252/204/174

74/0/90/059/2/88

84/18/94/329/148/87

84/35/87/2139/111/80

35/2/85/0177/206/84

28/0/84/0194/217/84

13/0/40/0225/235/174

44/0/75/0252/204/174

74/0/90/059/2/88

84/18/94/329/148/87

84/35/87/2139/111/80

Applying the CID

Stationary 1

DL, A4 and A5 envelopes

CD imprint and CD case

Label and sticker

Applying the CID

Stationary 2

DL, A4 and A5 envelopes

CD imprint and CD case

Label and sticker

Applying the CID

Keynote presentation template

introductory and section divider slides

Lemonade’s logo is in bottom right corner

Headlines are in the client’scorporate colour

The client’s logo goes here

Name of presentation

two text-heavy slides

Bullet points, numbering and highlights are also in the client’s corporate colour

Text blocks are centeredwhite is used for the body text

Concept introductory and key visual slides

Applying the CID

Other materials

Creative brief template

Social networks introduction

Car branding

Applying the CID

With complements card

A6 cards

Double-sided A5 folded into A6 card with a cut-out

“Animated” A6 card

Applying the CID

Notepad with spiral binding, pen

Three-layer cover 1st layer: “Lemonade”, 2nd layer: “Filter well”, 3rd layer: “To taste the difference”

Can be used as a With Complements card or cover for a notebook/calendar

Paper bag

Coffee cup - the shape resembles a lime cut in half

T-shirt design

Applying the CID

Taste fresh

Lime syrup

Lime jam

Lime candy

Lime tea

Mojito kit: contains lime, rum, brown sugar and, ideally, fresh mint leavesAlternatively the set can contain rum, brown sugar and lime and mint seeds and carry the message :

”Ours is a long-term commitment!”

Applying the CID

Cook fresh

Lime recipes book and Lime cocktails book

Applying the CID

Smell fresh

Lime scented refreshing wet towel

Lime scented car refresher

Thank you!

Lemonade CID

Documents

Alex’s Lemonade Stand

Making lemonade

Billys Lemonade

Lemonade Stand Game

The Lemonade Stand

Mango Lemonade

Lemonade IETF 65.5

Grilled lemonade

Lemonade IETF 63.5

Make Lemonade

Lemonade Anyone?

Lemonade cream

Lemonade IETF 64

mentor.ieee.org · Web viewAbstract This submission proposes resolutions for CID 12 CID 13 CID 2 and 3 CID 14 and 34 CID 4, 15 and16 CID 38 CID 5 and 39 CID 6 CID 7 CID 40 CID 18

Lemonade by Laynie

Lemonade Mobile and New Drafts Towards Phase 2 of Lemonade

Billy's lemonade

Lemonade IETF 68

Pink Lemonade

Lemonade Syllabus