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


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

Gifts


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!


Documents

Lemonade CID