Before it was a successful magazine, Lemonade and Lenses was first an intimate, photography gathering. Originating in the heat of the summer, Lemonade and Lenses took place at a beautiful, quaint farm. It was a rustic, picnic-style gathering where local photographers relaxed on pillowy blankets, under towering, shady oak trees, to talk about their struggles as business owners, share knowledge, and make new friends. String lights and fireflies kept the gathering aglow, and lemonade kept everyone chilled, as discussions ranged from pricing to favorite lenses—long into summer’s eve.
The Lemonade and Lenses brand was designed around its humble beginnings. Having originated at a rustic, vintage farm—the logo was designed to radiate that same character and charm. Wooden crates, barrels, and pallets are often found at local farms; they overflow with produce and are typically stamped with the farm’s name, date of establishment, and place of origin. This little detail was the main source of inspiration for the Lemonade & Lenses design. A modernized, rustic type was chosen as the main font, reminiscent of the lettering stamped into wood produce crates, painted on the side of a big white barn, or hand-carved into a hanging farm sign.
Lemonade and Lenses is such a visual name, that it needed a clever graphic to match. The name was taken, quite literally, to create a memorable logo mark within the brand. The lemon and lens graphic was so recognizable that it could be used independently of the logo and photographers knew immediately which business it was associated with. This allowed the logo mark to appear on invitations, pins, and other fun, little brand details.
Within a matter of months, Lemonade and Lenses grew from a gathering into an inspirational blog and magazine. And not only were the gatherings taking place in Cincinnati (where Lemonade and Lenses was founded), but other chapters started springing up nationally as well. Individual chapter logos were soon created to allow other Lemonade and Lenses gatherings to identify with the brand at a national and local level. This created brand awareness, and Lemonade and Lenses became a household name within a year.