Escondido Lemons
Creatively branding a popular company after sour fruit.
Problem
In a graphic design class I have taken, students were tasked with branding their own "lemonade stand." A brand, as defined in Robin Landa's Graphic Design Solutions, is, "The sum total of all characteristics and assets of a brand name, product, service, or group that differentiates it from the competition." Students needed to choose the orientation of their brand structure, and then move through the entire marketing process of analysis, conception, design, and implementation. I chose a unique point to focus on as I developed my brand. This gave me a place to leverage my design to create a unique brand.
Solution
Introducing the Escondido Lemons- a semiprofessional baseball team located in Southern California. The Lemons have a clear, friendly, and fun loving presence. In short, the brand is smart and simple. Everything is done by a person, for a person. To achieve this, I focused on the novelty of a lemon themed baseball team and created a personality for the mascot. Additionally, I also created a detailed guidelines displayed in a brand book. The appeal of the Escondido Lemons is developed through clever and unique branding.
Design
The main logo:
The brand book:
Brand book page spreads:
