EUREKA
American Lemonade
BRAND DESIGN SYSTEM / ILLUSTRATION / PACKAGING SIGNAGE / ADVERTISING
“Taste America’s Juiciest Idea” Eureka will provide an alternative drink option to the expected lemon-flavored clear sparkling soda labeled as lemonade in European countries. Lemonade is a quintessential element of American summertime happiness and is simply unavailable anywhere outside the US. Lemonade stands are often regarded as a child’s first lesson in entrepreneurship - which is also a trademark of the American dream. Eureka will both deliver the classic lemonade taste as well as fun and informative entreprenurial lessons to their youthful customer base.
BRAND STORY
In the 18th century, lemons were very expensive in England so they could not afford to use the pulp of real lemons to make the lemonade as we know it in America.  If you ordered a lemonade in Europe, you would get a cheaper-to-make sugared sparkling drink, similar to Sprite, usually without a trace of real lemons.  Today, lemons are much more accessible, as well there is a significant juice craze sweeping the world - specifically in Europe: natural juices have become popularized for their health benefits and have become a status symbol in the sense of being a “mark of a high-tech, high-end, clean-eating” (NYT).  Eureka will provide an alternative drink option to the expected lemon-flavored clear sparkling soda labeled as lemonade in European countries.  Lemonade is a quintessential element of American summertime happiness and is simply unavailable anywhere outside the US.  Lemonade stands are often regarded as a child’s first lesson in entrepreneurship - which is also a trademark of the American dream.  Eureka will both deliver the classic lemonade taste as well as fun and informative entrepreneurial lessons to their youthful customer base.

MEET THE ENTREPRENEURS
These characters are based on Edward Bok of the 1870’s, who started the earliest documented lemonade stands.  Edward was 10 yrs old when he began selling ice water for 1c to passengers in horse drawn carts who stopped to give the horses water. Other kids began copying Bok’s idea and stealing his business, so he made lemonade and sold it for 3c a glass instead.
these characters are what the Edward Bok’s of the modern age would look like, serving as Eureka’s brand embassadors, working to personify the brand as well as share their entrepreneurial skills and “American Dream” mentality with European children.