I was brought on as a freelance Art Director to help Lemon Perfect disrupt a highly competitive market. As a zero-sugar organic lemon water, the challenge was to communicate a clean value proposition while leaning into the brand’s vibrant, humorous, and high energy voice.

KEY ACHIEVEMENTS

• Competitive Market Entry & OOH Strategy
  I handled the art direction, design, and copywriting for a high-impact billboard campaign to be launched in Atlanta, directly in Coca-Cola’s backyard. The strategy utilized bold, minimalist visuals and punchy headlines to establish Lemon Perfect as the refreshing, clean-label alternative to legacy beverage giants.

• Conceptual Copywriting
  I developed a series of headlines, including “Water with more than a twist.”, “Nice to meet you. We’re perfect.”, and “Lemon + water. A real classic.” to drive brand recall. These headlines were designed to match the minimalist aesthetic of the visuals, ensuring the messaging was as refreshing and straightforward as the product itself.

• Retail Visibility & Point-of-Purchase Design
  I designed in-store dump bin displays to capture consumer attention during the critical last mile of the customer journey. By creating a custom retail footprint, I ensured the brand maintained its premium feel and humorous tone, using the headline “We’re perfect for you.” even in the crowded environment of a grocery aisle. It was about making sure the brand felt just as premium and engaging on a store floor as it did on a giant billboard.

• Visual Identity Integration
  I bridged the gap between brand awareness and tactical retail execution to ensure a seamless visual experience. This involved adapting the vibrant brand identity across diverse mediums, from massive OOH installations to physical in-store displays, keeping the messaging as crisp as the design.