About LÆMON
LÆMON is a female-founded tech start-up dedicated to the creation of high-tech accessories that help users feel safe and improve their wellbeing. With the goal to challenge toxic masculinity, violence and the stigmas around self-protection, the brand offers products that embrace diversity, individuality, freedom and above all: safety. Quaandry has designed a brand identity for LÆMON that captures their spirit of empowerment and helps reimagine the world of non-violent self-defence.
Quaandry collaborated closely on the project with LÆMON co-founders Susana Gomez, Vanessa Rexin, Olya Plisko and Daria Stepanova; as well as their senior marketing manager, Sarah Dittmann, and UX/UI Designer, Alex Zuieva. The founders are visionaries and engineers, who are passionate about making effective changes in our perceptions of safety and wellbeing.
When talking with friends, they noticed common patterns that limit people from the liberty they would like to maintain in their everyday life. They feel independent, but not always safe. They want to enjoy life, but take time to question the way they dress before going out alone at night. They want to explore the world, but avoid areas they consider unsafe. LÆMON was born from the belief that every person has the right to feel safe, independent, and self-confident in every situation.
The LÆMON name references something fresh, new, and innovative. A lemon’s dense peel protects its core, just as LÆMON’s goal is to make users feel safe and protected. Lemons symbolise health, brought on by an active lifestyle that users should be able to have without being withheld by fear. Just as important as the user’s physical health, LÆMON provides an emotional boost, by allowing users to become more empowered and self-reliant.
The designers looked at the state of fashion, jewellery and tech markets, and stripped down the visual identity to functional and expressive elements.
Expressive elements are those that convey emotions, tell stories and show a personal side of the start-up. They are characterised by the typeface Marisa, used where the message needs to be loud, stylish and confident. Expressive elements also include photos of users, videos and stories.
On the other hand, functional elements are those that relate to the necessary messaging that surrounds such as tech-driven start-up. They are characterised by the sturdy and unassuming function of Helvetica Neue. Functional elements include descriptions, guides, mock-ups, technical drawings and animations of the product’s internal engineering.
The brand’s debut product is the HEARME bracelet for non-violent self-defence, accompanied by the LÆMON Guardian App. The brand will eventually introduce other accessories and lifestyle products that apply German engineering and state-of-the-art technology to provide a sense of freedom, independence, safety and well-being. The HEARME bracelet is available through LÆMON’s crowdfunding campaign, which starts 14.02.2022, with exciting early bird offers (become a supporter here).
