Lemonade
naming
Brand Strategy
2025
The brief
visual language
naming
Brand Strategy
brand identity
brand guidelines
The team at Hattan had a clear vision: to create a play space that was joyful, modern, and thoughtfully designed. It needed to feel just as welcoming for parents and caregivers as it did for kids. They approached Yellow to bring that vision to life, starting from brand strategy and brand name through to a full brand world.
This was never meant to be just another play area. It was imagined as a space for exploration, role play, imagination, and pure joy. A space that introduced fresh energy into a cluttered category.
Client
Lemonade
Industry
Children's Experiences
The approach
We began by developing a brand strategy focused on free play and the idea of creating a fresh and dynamic environment for both children and caregivers. From that foundation came the name: Lemonade. It felt bright, sweet, and refreshing. The name also hinted at creativity and resourcefulness, reminding us of every child’s first taste of entrepreneurship through a lemonade stand.
The identity and visual language took inspiration from the early markings of children. Playful swiggly lines, imperfect shapes, and spontaneous expression came together with a bright (but not overstimulating) color palette. The result was a brand that felt lively, thoughtful, and full of character.
We extended the identity and visual language across every branded touchpoint:
• Social media look and feel
• Uniforms design
• Signage and way finding
• Branded templates
• Brand guidelines
The interiors team translated the brand seamlessly into the physical space. Every detail, from textures to furniture choices and colour use, reinforced the joyful and modern spirit of Lemonade.
Lemonade opened in Arabian Center and Triple777 Center in June 2025. Since launch, it has quickly become a favorite for families seeking something fresh, design-forward and imaginative.
While the project has wrapped, we continue to champion Lemonade. We recommend it to fellow parents and even pitch in now and then with ideas, like Spotify playlists for the space.
