American beverage brand Lemon Perfect has collaborated with New York-based creative agency &Walsh to launch a new brand campaign with the message, “Drinking water is not a chore; it’s an immediate necessity and a joy.”
&Walsh redefined Lemon Perfect from “boring water” to “flavorful fun” and used a strategy that visually stimulated the senses, utilizing vibrant colors, refreshing textures, and imagery with a pop of digital sensibility.
“When we see a lemon, we naturally think of something healthy, and we wanted to convey that pleasure by adding vibrant colors, bold graphics, and the vivid texture of the fruit,” explains Creative Director Jessica Walsh.
Lemon Perfect is an organic lemon water with no sugar, no artificial flavors or sweeteners. This 360-degree campaign consists of a variety of formats including long and short-form videos, still images, and social media-focused GIFs. Each piece of content focuses on maximizing flavor and enjoyment, turning water consumption into a ‘tasty experience’ rather than a daily routine.
The colors and textures inspired by various fruits, including lemons, were expressed simply yet vividly, and the strengths of the products themselves were fully revealed. Experts in each field, such as video, photography, sound, color correction, and styling, were involved to maintain the consistency of the overall sense. Henry Hargreaves was in charge of the main campaign for the photo shoot, and Aaron Bernstein was in charge of the social media content.
