Rebranding Lemonberry has been a long journey, but it has also been one of the most rewarding creative processes I have experienced.
I worked with the incredibly talented Çiğdem from Crocusfield to explore what Lemonberry has become, what it stands for, and how we could express that visually. It sounds simple to create a new identity for your own business, but I quickly discovered that designing for yourself is very different from designing for a client.
I had plenty of ideas, but I was also deeply indecisive. Lemonberry has evolved over many years, through different countries, industries, collaborations, and stages of my life. Choosing one direction felt difficult because the brand represents so many parts of my experience.
Various branding over the years starting in 2002!
How do you represent a team?
One of the biggest challenges was finding a graphic language that could represent not only me, but the wider team behind Lemonberry Creatives.
Lemonberry is no longer just about one person delivering one service. It is about bringing together the right people, skills, and perspectives to create meaningful work for our clients. I wanted the new identity to show collaboration, but not in a generic or overly corporate way.
More importantly, I wanted it to communicate that our clients always come first.
Our work begins with listening. We take time to understand the people behind a business, the challenges they face, and the relationships they want to build with their own clients. Trust is central to that process. So is teamwork.
The new identity needed to reflect our belief that the best creative work happens when people feel heard, supported, and involved.
Initial sketches by Cigdem
Looking beyond the lemon
Of course, we explored lemons.
The name Lemonberry naturally led us towards lemon-inspired concepts, shapes, textures, and colour combinations. But we also looked beyond the obvious. We explored forms that could represent creativity, connection, support, and the process of helping people show the human side of their business.
We considered ideas that felt open, flexible, and full of movement. We looked at how separate forms could come together to create something stronger, reflecting the way Lemonberry Creatives works as a collective.
The challenge was to avoid creating a visual identity that felt too literal. I wanted something with meaning, but also something that could grow and adapt across different projects, collaborators, and clients.
Returning to our values
To help guide the process, I gave Çiğdem a detailed brief, along with a moodboard showing colours, styles, and inspiring forms. The brief explored several possible names, including:
Lemonberry Studios
Lemonberry Lab
Lemonberry Creatives
Studio Lemonberry
Lemonberry Branding
Concepts by Çiğdem
At the heart of the brief were the values that guide every Lemonberry project: ethical integrity, kind-hearted collaboration, transparency, community focus, trustworthiness, and a personalised approach. Together, these principles reflect our commitment to honest communication, meaningful relationships, reliable delivery, and thoughtful creative solutions that help businesses connect authentically with their audiences. They also gave us a framework for shaping how Lemonberry looks, feels, and works.
Learning to let go
The process was not always straightforward.
There were moments when I wanted to keep exploring every possibility. I questioned whether a particular shape was too abstract, whether a colour felt too bold, or whether the identity represented the full Lemonberry team clearly enough.
Çiğdem guided me through those moments with patience and insight. She helped me see where I was overthinking and where an idea had the potential to become something stronger. Her outside perspective was invaluable because she could look at Lemonberry objectively, while I was naturally very close to it.
Eventually, I learned to let go of the need to represent everything at once.
A brand does not need to explain every part of a business in a single symbol. It needs to create a strong foundation, communicate the right feeling, and leave space for the business to grow.
A brand built around people
The new Lemonberry identity is not just about design. It is about the way we work.
It represents the importance of listening before creating. It reflects our belief in thoughtful collaboration, honest communication, and personalised solutions. It reminds us that businesses are built by people, and that the most meaningful brands allow those people to be seen.
I am incredibly grateful to Çiğdem from Crocusfield for helping me navigate this long, sometimes uncertain, but ultimately brilliant journey.
She helped me find clarity in the complexity and create an identity that feels much closer to where Lemonberry is today.
Lemonberry Creatives is a collective of creative specialists brought together to help businesses communicate with greater clarity, confidence, and authenticity. At the centre of everything we do is a simple belief: when you understand your people, build trust, and work together, you can create something truly meaningful.