Læmon
Brand Strategy, Brand Identity
Brand strategy, positioning, brand identity framework, and social media visual guide for a female-founded startup developing smart jewelry for non-violent self-defense.
The LÆMON brand behaves with daring, style and innovation, expressed by a tone of voice that is inclusive, trustworthy and reliable. The identity is informed by the brand idea, placing non-violent self-defense tech in beautiful accessories.
LÆMON’s crowdfunding campaign aims to make personal safety accessible to everyone:
“Everyone should be able to move freely and not have to restrict their lifestyle because of fears. With our jewellery bracelet, you should feel good and, above all, safer.
It is especially important to us to strengthen your sense of security, to protect your privacy and to offer you effective help in an emergency. Whether for self-defence, self-protection or to make a statement against violence together with us.”
- LÆMON
LÆMON uses state-of-the-art technology to boost users’ wellbeing and improve their quality of life, helping them feel safe, empowered, and self-reliant.
Their highly fashionable pieces are the preferred choice for modern, independent people who wish to make a stand against violence.
“80 % of all women feel unsafe in everyday situations, e.g., while walking home alone at night. Our vision is to sustainably strengthen the feeling of freedom, independence, and safety by combining state-of-the-art technology with stylish accessories and thus making a strong stand against violence. We want to contribute to a new level of awareness on our path to real cultural change.”
- Susana Gomez
Læmon Co-Founder
“We believe every person has the right to feel safe, independent, and self-confident in every situation.”
- LÆMON
Client: Not Just A Jewel GmbH
Sector: Fashion & Beauty
Location: Berlin, Germany
Discipline: Brand Identity, Brand Strategy
COLLABORATORS
Brand Strategist & Artistic Director: Mapa Barragán
Graphic Designer: Beatriz González
Chief Creative Officer & Quaandry Co-Founder: Ricardo Barragán
Design Research Assistant: Jessica García
Laemon Founders: Susana Gomez, Vanessa Rexin, Olya Plisko, Daria Stepanova
Laemon Marketing Manager: Sarah Dittmann
Laemon UX/UI Designer: Oleksandra Zuieva
Brand Photography: Martin Passuth
Brand Videography: Jacek Januszko
Video Voice Over: Karen Heese-Brenner
Font Design: Max Miedinger (Helvetica Neue) & NEWFLIX (Marisa)
