Virtue Lemonade came to Sobi with a great brief: stand out for giving people less—less sugar and sweetness, no carbonation or artificial flavours, just a flawlessly authentic old-fashioned experience. And it really is all about the taste.
Virtue Lemonade came to Sobi with a great brief: stand out for giving people less—less sugar and sweetness, no carbonation or artificial flavours, just a flawlessly authentic old-fashioned experience. And it really is all about the taste.
We gave the great name appealing humility with lowercase treatment and referenced traditional country-style signs in the font. Custom hand-drawn illustrations of freshly cut fruit floating in a big, cold glass spoke to craftsmanship. The unfussy look, monochromatic cans with a single pop of blue and a flood of flavour colour, suggests simple, natural ingredients, designed to appeal to a wide demographic.
