Dirty Lemon
Dirty Lemon
Beverage, Wellness
Creative Director
Dominick was the Creative Director of Dirty Lemon. He helped build and lead the design team to produce work that was progressive, engaging, quirky and most importantly - unexpected, coming from a beverage company. He oversaw the creation of original photo and video content, design assets for web, email, merchandise, advertising and collateral.
A beverage brand that couldn’t look like a beverage brand.
Dirty Lemon sold functional drinks direct to consumer, ordered by text message and delivered to the door. There was no shelf to win and no aisle to stand out in. The brand had to earn attention on phones, in inboxes, and in feeds, next to fashion and beauty brands rather than other drinks.
That meant building a visual language with the confidence of a fashion label: its own photography, its own illustrators, and a design system that could carry a sense of humor across every touchpoint, from a text message to the box on the doorstep.
Unexpected earns attention
Wellness marketing tends toward the earnest. The work stood out by being playful, a little strange, and never clinical.
The bottle is the constant
Photography, illustration, and ads changed constantly. The bottle stayed at the center of almost every frame, so any single asset still read as Dirty Lemon.
Artists extend the voice
Commissioning illustrators gave the brand range it could not get from photography alone, and brought each artist’s audience with them.
Wellness, with a sense of humor.
One brand world across photography, film, illustration, email, social, and packaging: bright, graphic, and a little irreverent, so a daily health habit felt like something people wanted to be seen with.
Campaigns
Original photo and video campaigns shot in-house, placing the bottle in real apartments, streets, and studios around New York.
Brand Photography
A photographic style built on color, light, and personality. One shoot fed the site, email, social, and paid.
Illustration
Commissioned illustrators interpreted the brand in their own hand, giving each product launch and campaign its own look.
Design
Email, social, stories, and digital advertising built on one design system, so the brand held together from an inbox to an Instagram story.
Product
Still life and hand-held product photography for the site and launches, with ingredients shot as carefully as the bottle.
Press & Partnerships
Brand partnerships and editorial placements that put Dirty Lemon in front of fashion and fitness audiences.
Unboxing & Merch
The delivery was the retail experience. Boxes, inserts, and merchandise were designed to be opened on camera.