Fishers Island Lemonade has undergone a redesign in time for its 10th anniversary thanks to Tavern, a Brooklyn-based creative agency. The refreshed brand offers a sense of elevated escapism but still embodies quintessential summers by the sea.
Tavern drew inspiration from J Crew, Polo, and LL Bean catalogs for the nostalgic but laid-back spirit of Fishers Island. It took to a photoshoot centered on a series of vignettes. Mike Perry, Tavern’s founder and creative director, said they realized that heritage brands don’t beg for attention, but command it. “You’re selling a lifestyle, and that tagline ‘Worth the Squeeze’ captures the idea that Fishers Island and its lemonade are worth that little extra effort and time that go into a luxurious indulgence,” he explained. “With that foundation in mind, we knew we wanted a branded lifestyle photoshoot that elevated the brand’s visual identity.”
The agency highlighted that the yellow and white stripes were reimagined as a more subtle border along the top of certain images, as if looking out at the scene from under a striped beach umbrella. “The island image from the can inspired a series of illustrations that are reminiscent of the nostalgic memorabilia one might find in a vacation destination gift shop. A FIL monogram borrows from the brand’s original logo to add more flexibility and depth to the system as a tertiary brand asset.”
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