Brand strategies that work.
We use the best marketing practices from global flagship brands and scale them for your business to create branding that is as refreshing as a cold glass of lemonade on a summer day.
We are agile.
Our working model allows us to bring the right talent to the table for your brand while keeping operations nimble and flexible.
We have superstar partners locally and globally.
We’ve hand picked partners with the highest qualifications in their various fields: creative and design, public affairs, social media and digital marketing, research and project management.
We keep it fresh.
We look for clients who want to be part of their brand’s journey helping to forge brands that are inspiring, memorable, and category changing.
Who:
Claudia Aguirre, Founder // Director
Claudia brings more than 25 years of experience in branding and strategic planning across an array of industries and countries. As a member of the executive teams guiding marketing and branding strategies for Procter & Gamble, Disney, Four Seasons Hotels, Visa, Ford Motor Co., Kellogg, McDonald's, Walmart, Diageo, Cadbury and Coca-Cola, Claudia’s expertise as a brand strategist is beyond compare. She was the first female, Latina speaker at Cannes and received nationwide recognition as one of Mexico’s 40 under 40, before moving to Canada in 2007. At Lemonade she uses this wealth of experience to help visionary entrepreneurs develop business opportunities and create meaningful brand stories based on brand analysis and customer behaviours. She is also a certified facilitator of Lego’s Serious Play® proprietary branding methodology.
How:
Bringing together many minds with a single focus.
Our process uses the power of collaboration to generate insights that are the bedrock of great brand strategies.
Understanding the context.
Defining the brand strategy.
Creating the communication plan.
Activation and amplification.
WHAT:
Our Clients
Case studies
A Digital Healthcare Brand for Canadians
Brand Strategy + Research
Naming + Visual Identity
Campaign + Website Development
Plan + Activation
Wello is a telemedicine service that brings urgent and preventative health care through video, phone or in-person visits. The brand was launched in May 2017 in Alberta and B.C. with great success among B2C segments. Since then, the brand has expanded through B2B strategies to the rest of the country, reaching corporations and brokers through events, social media, digital advertising among other channels where we amplify the impact of the campaign idea: “Healthy employees do amazing things.”
Rattlestick
Creating a Human Connection to Shaving
Brand Strategy
Naming + Visual Identity
Implementation Framework
Stakeholder Segmentation
Rattlestick is a brand that specializes in men’s shaving products, everything from razors to brushes. Each piece has a story that no one else has, just like each person does. We created a connection between the wild animals’ bones, teeth and antlers used to make these products (all found or donated) and the wild side that exists within all men. Using the brand idea: “Taming your wild side.”
Global Rope Access
Bringing Advances in Construction Technology to Market
Brand Strategy
Implementation Framework
Stakeholder Segmentation
Global Rope Access provides more efficient and cost-effective ways for tradespeople to access complex construction sites, such as large scale stadiums. Founded by mountain climbers, the business had operations across North America but lacked a strategy that allowed them access to the right market segments. We built their marketing and communications platform on what they do better than anyone, taking on a challenge.
Rocky Mountain Soap Co.
Bring Natural Products to a National Market
Brand Strategy
Implementation Framework
Specialized Market Research
Lemonade has been close collaborators with Rocky Mountain Soap for close to a decade. In that time, we have helped the brand grow from few stores to retail locations across Canada and helped expand their retail offering from soaps to a complete line of skin and body care. The brand story is simple - ingredients that take the best from nature to nourish, clean and moisturize your skin. Starting with an emphasis on toxin-free products and evolving into creating a deep connection between people and nature, the rebrand included deliverables across the business’ line from a new store concept, to packaging, logo, and messaging. Rocky has received national recognition for its commitment to 100% natural ingredients, toxin-free stores and the best natural skincare line Canada has to offer.
North Nik
Interior Design for People, not Spaces
Brand Strategy
Naming + Visual Identity
North Nik is an interior design firm founded by top designers who understand the importance of forging a unique relationship with their customers, and who believe creating livable spaces is about far more than “stuff.” We created a brand that would act as a living magazine, with a unique aesthetic perspective and a variety of bespoke items for sale. The store/studio space always has fresh ideas for those who want a change from the classic rustic vibe which has over- permeated mountain retreats, bringing a modern and world-class style to Canmore locals.
RADICLE
A BRAND FOR THE FUTURE OF COMPANIES
Brand Strategy
Naming + Visual Identity
WEBSITE DESIGN + DEVELOPMENT
BRAND LAUNCH VIDEO
ONGOING ADVERTISING + COMMUNICATIONS
A unique tech provider needing to consolidate its global businesses under the same roof: new positioning, name and identity to be relevant in our ever changing reality of climate change and sustainability.
This led to a new brand identity and ad campaign focused on the intrinsic motivation that drives these students to achieve, and the value that comes from knowing your future self would be proud of you. See full case study here.
Bow Valley College is driving the education evolution in Calgary with unique offerings like micro-credentialing, short courses and programs designed to accommodate part-time and full-time workers. Students at the College are some of the hardest working learners out there, and our strategy centred around the College’s promise to make the best use of their time.
We developed the brand platform needed to create this new global skin care brand. It was an amazing journey that included insights from experts around the world: trendsetters and women of all ages and backgrounds. It was also exciting to build a brand based on respecting nature’s rules of growing plants, and articulating the strategy in terms of women who are as resilient and strong as the wild-foraged ingredients of Rax Riven. We provided the strategic direction for the naming, visual identity and the executional elements for this brand with a unique value proposition that is fully conceived with sustainability values, environment and socially responsible practices front and centre. We enjoyed the development of this brand that in many ways is daring to be the black sheep of the category.