The Challenge

All you need is a pep talk.

In 2020, Elise McCann and Lucy Durack, two of Australia’s most bright and bubbly performers, found their industries shut down. Determined to not get sour, they were on a mission to create a ‘woo-woo’ free, pep-talk style app to nip small stresses in the bud. The idea was to use two-minute pep talks to bolster mental health in young people. They needed a brand that would engage young people in simple mental health practices, as well as appealing to large corporates who might add it to their EVP.

Our Approach

As part of the branding process we worked through concepts, then final branding assets for a brand system that included the parent brand, Hey Lemonade, co-branding for corporate partners, and sub-branding for their schools app, Hey Lemonade High. In addition to the standard visual identity, this project also included own-able illustrated brand mascot, Lemmy, and a go to market campaign for Australia and US markets.

The Solution

Our solution was to create a brand with a strong identity that is focussed on improving wellness one pep talk at a time. The brand has launched in Australia and the US, has developed a B2B model for working with corporates and schools and was the winner of Best New Business in the Australian Women’s Small Business Champion Awards.