LIME FRESH

When LIME reached out for a Brand Refresh, we realized that much of the same creative we had done 10+ years prior was still being used. While flattering, A LOT had changed in the fast casual world … and the world in general (bye bye “Stop Staring At My Chips” t-shirt and foursquare logo. remember them?) so we got to work.

Balancing the attachment the local Miami LIME fans (and the franchisees) had to the existing brand, with the need to update and expand out of South Florida, we created an updated look and feel that felt like more of an evolution than a re-do. This helped the brand refresh in phases in the existing restaurants — but left room for the more modern and upscale evolution they wanted/needed.

We worked on everything from a new logo, colors, fonts, photography, social media, and copy points, to website re-designing and interior/exterior design of the new concept store in Lake Nona. I also volunteered to taste test whenever needed because #teamplayer

// Art Direction: Pablo Galimany // Hand Lettering: Brandy Swope