Lucca Limone.
Turn a product into a destination.
A self-initiated exploration of how an imagined lemon soda could feel like a destination. The concept brings the can into a sun-warmed Italian holiday world, giving the product a setting and a mood rather than relying on a plain pack shot.
- Studio work
- Self-initiated concept
- Collection
- Passport
The concept brief.
Give an imagined lemon soda a world of its own. The self-set brief was to make the product feel like an invitation to an Italian summer, with a recognisable pack, a strong sense of place and one clear visual idea.
Who this could speak to
People drawn to expressive drinks packaging, travel and the ritual of a summer aperitivo. The creative hypothesis is that a destination-led setting could make the product feel more memorable and desirable. A real launch would test that idea with its intended buyers.
A creative hypothesis to validate, rather than completed customer research.The creative choices.
Make the can the hero
The product sits at the centre of an architectural niche. The hand adds a human point of contact, while the exaggerated scale gives the scene the confidence of a campaign image.
Let the setting tell the flavour
Warm stone, a fresh lemon and bougainvillea create an immediate summer mood. Those details connect flavour and destination without asking a long headline to explain the idea.
Keep a recognisable colour rhythm
Navy display lettering anchors the pink-striped can. Yellow adds a bright flavour cue, while the surrounding warm tones keep the pack connected to its setting.
What holds it together.
- Colour
- Navy, soft pink and lemon yellow against sun-warmed peach and stone.
- Type & graphics
- Tall, confident product lettering, a compact Passport mark and a repeating lemon motif.
- Composition
- A central product, tactile surroundings and a clear foreground-to-background relationship.
A direction with possibility.
What is shown
The original portrait concept artwork shown here, including the imagined pack and its Italian summer setting.
Where it could go
- A launch key visual
- Portrait and square social crops
- A landing-page hero in the same visual world
These are possible applications. This is an independent studio concept; commissioned deliverables, product accuracy, usage rights and final formats would be agreed around a real brief.
K-Pop
A bright grape-soda world with candy colour, street styling and a destination-led identity.
Texas Tea
A sun-warmed Americana drinks world with red pickup trucks and bold tea packaging.
Imagine what we could create.
For a drinks brief, we would agree the audience, product details and launch channels, then develop a direction around your actual brand.