Fishers Island Lemonade brand world revised in idyllic update

Completed ahead of the US craft lemonade cocktail brand’s 10th anniversary, the redesign was crafted by Brooklyn-based creative agency Tavern. Fishers Island Lemonade’s refreshed identity still encapsulates its original embodiment of quintessential summers by the sea, but now offers an added sense of elevated escapism.

Tavern sought to tap into the brand’s classic coastal aesthetic while infusing new brand elements inspired by modern Americana. This is exemplified by the brand photography, which was inspired by vintage J Crew and LL Bean catalogues, and aims to depict a long summer weekend, transporting people to a ‘Fishers Island state of mind’.

Crucial to the brand update is the adoption of a new tagline and platform, ‘Worth the Squeeze’. Elsewhere, the brand’s use of colours was also tweaked, with the previously prominent yellow and white stripes now adopting a more subtle role.

Tavern’s founder and creative director, Mike Perry, comments, “With Fishers Island’s new ‘Worth the Squeeze’ platform and tagline, we first started by recognising that heritage brands don’t beg for attention; they command it. You’re selling a lifestyle, and that tagline captures the idea that both Fishers Island and its lemonade are worth that little extra effort and time that go into a luxurious indulgence.

“With that foundation in mind, we knew we wanted a branded lifestyle photoshoot that elevated the brand’s visual identity.”