ABOUT
Though sold at a premium price and tied to an upscale New England destination, Fishers Island Lemonade lacked the visual and emotional cues of a luxury brand. To elevate its positioning, we shifted the brand’s communication from function-first to lifestyle-led—transforming it into a modern expression of aspirational escape.
Inspired by vintage J.Crew, Polo, and L.L. Bean catalogs, we crafted a photo-driven identity rooted in laid-back East Coast nostalgia. A lifestyle shoot brought the brand’s namesake island to life through cinematic, editorial vignettes—beach days, poolside hangs, ferry rides—designed to evoke a long weekend escape.
- We refined the brand system with:
- A cleaner, single-line logo for better legibility across formats
- A new fashion-mag-inspired type system
- Subtle striped accents referencing the original yellow-and-white identity
- A FIL monogram and souvenir-style illustrations to expand the visual toolkit
- Stylized, filmstrip-framed images for editorial flair
To give the system longevity, we introduced a new tagline and brand platform:
“Worth the Squeeze.” It connects the product to indulgent effort—whether reaching Fishers Island or simply cracking open a can—and flexes into local-targeted messaging like: “Make jitney-ing to the island worth the squeeze.”
By reimagining the brand through the lens of aspirational lifestyle, Fishers Island Lemonade now competes as a true premium player—visually distinctive, emotionally resonant, and ready for seasonal storytelling across channels.
Back to Fishers Island Lemonade project
Lee Junk
Graphic Designer, Donaghy Bros
United Kingdom
Karolina Demina
Branding and Motion Designer, Freelance
Kazakhstan
Sofia Valova
Brand Designer, Freelance
Spain