Project Overview

Bea's Squeeze started as a lemonade stand on the smallest parcel of land for sale in Detroit. Owners Bea and Eli Wolnerman meant it as a fun summer pop-up. People loved the lemonade, and it grew into a beverage business across the Detroit region.

When they were ready to go national, their packaging wasn't. It didn't have the visual punch to stop someone in a busy grocery aisle (see the before below), and its 10-plus colors would have been a budget-breaker at scale. They liked the look and feel, and they didn't want to lose their loyal local fans.

They brought us in to rebrand: make the product impossible to ignore in big box retailers, connect with a millennial audience, highlight that the business is women-owned, and introduce the lemonade to new places across the country.

Our concept is "a productive escape." Everybody needs a break, even the Beas and Oprahs of the world. (Bea is a busy bee. We also rebranded her other business, Bea's Detroit.) This isn't an escape for slackers. It's good for you. You need quiet to hear your big ideas, a change of scenery to spark inspiration, and slowness to refill your cup. Bea's Squeeze gives you a quick, productive escape, in a sip.