Blue Marlin Crafts Iconic Design for True Lemon
February 2010
New York City, New York, Independent integrated branding agency Blue Marlin has created vibrant new packaging for True Lemon, cold-pressed and crystallized lemon that has the potential to revolutionize lemon usage. The stunning new look will be rolled out this month.
True Lemon is made with 100 percent natural ingredients including lemon oils and juices. It has 0 calories and 0g carbs, 0g sugars and no artificial sweeteners, and no preservatives, sodium or gluten. Like bagged lettuce and baby carrots, it is a new format for a familiar product that increases potential usage occasions. True Lemon, which has been on the market for six years, tastes just like fresh lemon and can be used any place fresh lemon juice is used including water, teas, beverages/drinks, cooking, baking and seasoning.
"The first challenge we faced was to explain what the heck it is," says Blue Marlin New York managing director Jean Koeppel. "True Lemon is truly unqiue and as a result some stores were unsure of where to put it , some some stocked it alongside powdered beverages, others with sweeteners and some with produce. We needed to create a clear proposition without weighing down the identity with too much information."
"We explored a number of different routes to express the brand's personality which is genuine, innovative, passionate, fun and a little maverick," she continues. "The final visual identity uses a mouth-watering hyper-real illustration of the fruit's skin that really jumps off the shelf at you. It is loud and proud and conveys the brand message that True Lemon is real lemon, only better without the need for tons of copy."
"Blue Marlin did an outstanding job for us. Their team was able to find a brillant solution to a real challenge: translating what makes True Lemon unique onto the package. We're very excited about our new look which is fresh, modern, natural and iconic," says Matthew Wiant, CEO of True Citrus, the maker of the True family of products.
The new look is also being applied to all the other True products including True Lime, True Orange, True Lemonade and True Raspberry Lemonade.
For more information contact:
Jean Koeppel, managing director Blue Marlin New York
Tel 646 688 1010
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About Blue Marlin
Blue Marlin is an independent integrated brand design consultancy with an international network of offices across the USA, UK, Australia and the Far East. Clients range from large multinationals, including Unilever, Shell, GlaxoSmithKline and Reckitt Benckiser, to small owner-managed entrepreneurial businesses, such as Orchard Pig and Kettle Foods.
About True Citrus
Founded in 2003, True Citrus (formerly Grand Brands) manufactures and distributes the True family of cold-pressed and crystallized citrus products including True Lemon, True Lime, True Orange, True Lemonade and True Raspberry Lemonade. Made from fresh lemons, limes and oranges, True products are 100% natural, and have been embraced by consumers and chefs because they provide all the flavor of fresh citrus without the fresh citrus worries or hassles. True products can be found in over 8,000 retail outlets and in more than 1,000 foodservice operations. For more information visit www.truelemon.com.
