Blue Marlin creates packaging for True Lemon

Blue Marlin has created new packaging for True Lemon, which will be rolled out in February 2010.

True Lemon, which has been on the market for six years, tastes just like fresh lemon and can be used anywhere that fresh lemon juice is used, including water, teas, beverages/drinks, cooking, baking and seasoning.

Jean Koeppel, managing director of Blue Marlin New York, said: 'The first challenge we faced was to explain what the heck True Lemon is.

'It is a unique product and as a result some stores were unsure of where to put it; some stocked it alongside powdered beverages, others with sweeteners and some with produce.

'We needed to create a clear proposition without weighing down the identity with too much information,' she added.

Koeppel said: 'We explored a number of different routes to express the brand's personality, which is genuine, innovative, passionate, fun and a little maverick.

'The final visual identity uses a hyper-real illustration of the fruit's skin that jumps off the shelf - it is loud and proud and conveys the brand message that True Lemon is real lemon, only better without the need for tons of copy,' she added.

The new look is also being applied to the other True products, including True Lime, True Orange, True Lemon Lemonade and True Lemon Raspberry Lemonade.

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