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Tony Lemony

Building a brand from scratch

Daria Zhadinskaya Brand manager of "Heineken"

“Our consumers pointed out that the packaging of “Tony Lemony” lemonades stood out from the rest. “Funny”, “attractive”, “cool and catchy mascot” – the feedback we have received. The product is considered a part of a premium and high-quality market segment. At the beginning of our cooperation we wanted the agency to avoid creating a “childish” image of our drink and the final result totally met our expectations. We are completely satisfied with the outcome of our partnership with DS1”.

«Heineken» reached out to DS1 branding to develop a new line of beverages. Special attention was paid to creating an effective and attractive packaging design.

As a result of presenting different concepts to the client, Lemon-character was chosen. It appeared to be the most attractive and catchy. However, the problem of balancing between being extraordinary and appealing to the youth at the same time was a significant one. Among various name options DS1 Branding team has picked “Tony Lemony”, a wordplay which reflects brand character and the taste of this beverage.

Tony Lemony is a smiley character with a touch of masculinity. It`s an animated lemon whose image was indirectly inspired by Tony Montana.

Work performed:

Analytics, research
Brand positioning development
Brand naming
Packaging creative concept development
Mascot design
USP (unique selling proposition) development
Quantitative testing of concepts
Prepress

Various colour palettes were created for each taste of “Tony Lemony”. Two types of samples were used during the presentation of the packaging design: glass and PET plastic bottles. At this stage the team faced a problem because the bottle shape resembled a beer one. The shape was quickly changed to guarantee product`s unique image on store shelves. The final design of “Tony Lemony” reflects its taste and the brand nature – bright and eye-catching

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