Surly Lemonade is the ultimate summer crusher. It's like holding sunshine in your hand. The brand is approachable, playful and edgy with bold, limited colors and lively illustrations. As soon as the Minnesota temps hit 60 degrees, you will see a Surly Lemonade in my hand.
Project Type: Brand Identity & Package Design
Role: Art Director/Designer
Tools Used: Adobe Illustrator & Photoshop
Year: 2023
Role: Art Director/Designer
Tools Used: Adobe Illustrator & Photoshop
Year: 2023
Lenny
This happy fellow is Lenny. He's 50% skull, 50% lemon, 100% down for a good time. He's your summer bestie and always there when you need a lip-smacking sip of Surly Lemonade.
Icon Illustrations
The lemon spaceship will transport your taste buds on a lemony refreshing ride all summer long. This icon was used on t-shirts for our sampling staff to wear during events.
The waving flag represents Surly putting their stake in the lemonade beer market space. No one does beer quite like Surly and their lemonade is no exception.
The lemon twisted dagger is a visual representation of the slight tart kick your taste buds get during each drink of Surly Lemonade.
And lastly, the lemon juiced eyeball is the "awooga" eyes you'll have once you finally get to try a sip.
The waving flag represents Surly putting their stake in the lemonade beer market space. No one does beer quite like Surly and their lemonade is no exception.
The lemon twisted dagger is a visual representation of the slight tart kick your taste buds get during each drink of Surly Lemonade.
And lastly, the lemon juiced eyeball is the "awooga" eyes you'll have once you finally get to try a sip.
HEADLINE ALPHABET
Finding just the right typeface for Surly Lemonade was a challenge so I created this vector based alphabet for marketing material copy headlines.
SEAMLESS BRAND PATTERN
This seamless pattern was used on event table cloths, beach towels, cooler decals, and custom koozies.
Full Product Lineup
Surly Lemonade is available March-August in 16oz - 4 pack cans, and 12oz - 6 & 12 pack cans. The artwork was designed to be adaptable to any size packaging we wanted to create.
BILLBOARD
This billboard graced the Twin Cities on three high-traffic interstates in the summer of 2023. It was seen by thousands of folks daily. The ad space was strategically bought near our liquor store partners moving our highest product volume.
EVENT SAMPLING STATION
We poured thousands of free Surly Lemonade samples at festivals, liquor stores, and outdoor music shows. Our team was fully equipped with a bright yellow tent, brand icon table cloth, vibrant merch, and a massive inflatable Surly Lemonade can (pictured behind the group of friends).
RETAIL DISPLAYS
Our liquor store partners gave Surly Lemonade great floor placement, moving pallets of product throughout the summer. Above are die-cuts and collateral I created to give the brand dynamic presence in the trade.
GIVEAWAYS & INFLUENCER PARTNERS
We couldn't think of a better pairing than Surly Lemonade + a custom Igloo cooler. We partnered with several Minnesota social media influencers to promote this delicious beer and provided them with Surly Lemonade Igloo coolers to give away to their followers. Each influencer partner received a Surly Lemonade gift package including an Igloo cooler, a beach tote, patterned beach towel, Miir can chiller, sunglasses, frisbee, bucket hat, and of course beer!