OVERVIEW
This is Lazy Lemon Design my personal brand for selling my crafts, beginning with a line of hand-sculpted and hand-painted earrings. I created both the branding and packaging as well as the products. This case study shows my work from branding to and launching the brand.
BRANDING
Lemons are the main motif throughout the branding because of their bright happy color and whimsical aesthetics. They show the brand's optimism and the desire to spread that to the world.
BRAND ADJECTIVES
Expressive | Authentic | Optimistic | Playful | Artistic
TYPOGRAPHY, COLORS & PATTERN
Lazy Lemon uses Literata (bold variation) as it's display type to show the brand's goal of bold expression. The body typeface, Interstate is used because of its rounded simplicity, this shows the brand's desire to be inviting and familiar.
Lazy Lemon's colors are a dark green, yellow, and lavender. Green shows a calm sophistication while the yellow and purple show complimentary playfulness as well as happy and whimsical vibes.
The pattern is extracted from the lemon in the logo. It is a fun way to add bright, playfulness to the brand's designs
LOGO PROCESS
The logo is inspired by fruit stickers particularly the Zespri kiwi sticker. The typography is fun and fluid to show the brand's playfulness.
Packaging
The packaging includes a backing card for the earrings with the logo and pattern on the front with the brand's Instagram handle on the back. Each order comes with one of the brand's stickers.
When a product is ordered online, the product is wrapped in lavender tissue paper held shut with a lemon sticker. Everything is enclosed in a small box which is stamped in green with the company's logo.
When a product is ordered in person, product is simply placed inside of a small bag stamped in green with the company's logo and held shut with a lemon sticker.
BRAND LAUNCH
The brand was initially launched on Instagram with teaser posts featuring a lemon with the logo sticker on it. Products and the first market day were announced by showing the packaged products and market day prep process. The online store was also announced shortly after showing off official product photos.
MARKET RESEARCH
MARKET GAP
Carefully handcrafted art cannot be factory reproduced (ethically). There are a lot of people who prefer to spend a little extra money to get a unique piece of art over a cheap, mass produced trinket.
VISION
The vision for Lazy Lemon is to create wearable pieces of art. They are made to help people express themselves, feel confident, and add a pop of color and some joy to their everyday outfits.
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COMPETITOR ANALYSIS
Commercial Competitor: Claire's
- Pros: packaging is professional
- Cons: products are mass produced
Etsy Shop: Chrissy's Earrings
- Pros: products are handmade and unique
- Cons: packaging and photos are not professional
COMPETITION COMPARISON
Lazy Lemon uses professional packaging and presentation like Claire's but the products are handmade and more unique like the Etsy Shop.
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TARGET AUDIENCE PERSONA 1
This is Ava. She loves wearing bright colors and fun accessories to express herself. Most of the things she wears are either thrifted or handmade. She values authenticity and finding hidden gems at thrift stores and art markets. She loves attending concerts and traveling with her friends.
Gender: Female
Age: 24yo
Location: Orlando, FL
Occupation: Event Planner
Salary: $60k
TARGET AUDIENCE PERSONA 2
This is Mabel. She expresses her bright and silly personality with colorful and funky sweaters and accessories. She makes these sweaters herself so she values wearing handmade art. She loves spending time with her friends, making arts and crafts, and playing with her pet pig.
Gender: Female
Age: 12yo
Location: Gravity Falls, Oregon
Occupation: Middle School Student
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SWOT ANALYSIS
Strengths:
- Professional branding and packaging
- Designer based company (designs are internal)
Weaknesses:
- It takes time to make products
- Only one person running everything
Opportunities:
- Attracts customers who value the handmade
- People at physical markets like products like these
Threats:
- The market is pretty saturated, especially online
- Relying on craft stores to continue selling supplies
TAKEAWAYS
This project is very personal to me and the way I want to present myself artistically. I was able to take the fun side of myself and inject it into this brand. I learned how to advocated for myself and show pride for my work.