Case Study: Pink Lemon Rebrand

Case Study: Pink Lemon Rebrand

I’ve never really considered myself to be a business owner or an entrepreneur; not because I didn’t think I was capable but because I never really gave it much thought.

From the age of 15, I had always had a job because it was how I was brought up; leave school, find a job then retire. So when I officially launched my own business on 1  September 2017; it was a pretty momentous day and one I’ll never forget.

When I finally made the decision to go self-employed from the design agency I was working at in July 2016, it was never with the intention of starting a business. I just wanted to freelance for a while so I could be around for my eldest daughter who was about to start school. However, 4 months into working for myself, I officially registered my business name, ‘Pink Lemon Branding & Design Ltd’ with Companies House.

So, why Pink Lemon?

Have you ever tried to name your business? If you haven’t then trust me, it’s not the easiest thing to do!

During the first year of self-employment, I was freelancing under the name of ‘Karen Davies Design’ which came about in 2012 when I started freelancing during my first pregnancy. It made sense to use my name. After all, it was me that was freelancing. However, once I had made the decision to start an actual business, I knew that I didn’t want my name to be a part of it. As far as I was concerned, if I was going to build a business, it would no longer be about me.

When I first started working for myself, I picked up a lot of web design projects which I enjoyed. However, I encountered the same challenges throughout many of the projects I was commissioned to work on. Although Clients came to me for their websites, many of them didn’t have the right branding in place which made creating the websites difficult.

I also noticed that there seemed to be a real lack of understanding amongst business owners when it came to branding their businesses. A lot of the content that I was seeing online wasn’t aligning with the businesses I was getting to know, creating a disjointed feel.

Whilst I was at University, I developed a deep passion and understanding for branding. After all, any commercial design work starts with the branding at its core; it’s what drives everything. Branding isn’t just about the design aesthetics, it goes far deeper than that. It’s everything and anything relating to a company’s image, and not only includes the visual styling but also the language, tone and behaviour of a business.

It therefore made complete sense to me to specialise in the area I was most passionate about.

Once I had made this decision, the name followed shortly after. I must have considered over a hundred names but they were even taken or just didn’t fit the vision I was starting to form.

I wanted something that referenced my girls as they were my ultimate purpose for creating the business. The name also needed to be creative and different as I didn’t want the business to simply blend in.

Pink Lemon came about quite randomly but fitted perfectly. I adore the colour pink for its strong feminine qualities of love and nurturing, something close to my heart especially with having two daughters, and lemons because they are so full of goodness, flavour and zest!

These are aspects I felt were fundamental to the core principles of my brand.   Once I had the name sorted, the strapline ‘Adding zest to your brand’ came naturally to me, as this is in essence what I do.

Styling my brand

Once I had decided on my name and strapline, I then needed to consider my brand styling. I wanted to create something that had meaning and depth and that would resonate with my audience on an emotional level.

In order to achieve this, I needed to go ‘under the hood’ of my business and really consider what I wanted to create. Of course, I didn’t have all the answers at this point but I did have a rough idea about how I wanted my business to be perceived which was a good starting point.

I also needed to define who my customers were, why they would use my services and how I could provide solutions helping them with their business pain points.

I also used Pinterest to create various mood boards to help create the style of design I felt fitted with my vision. This is such a useful exercise and one I recommend to all my Clients to do because it really helps to visual your thoughts and ideas.

It took roughly 6 months to decide on my branding, mainly due to juggling a lot of Client work. I must have created countless amounts of logos, tested loads of fonts and colours but nothing seemed to work. However, what I soon realised was, that by knowing what I didn’t like, it helped me to narrow down what I did like.

As a Designer, I often use my instincts to guide my decision process. I tend to get a feeling as to where something works or not; it’s a magical moment when design suddenly comes together. I really can’t explain it but it’s a powerful feeling that tells me that what I’ve done is right.

That’s why I spend a great deal of time getting to know my Clients and their businesses. Once I get a flavour of what they are about, what they want to create, what their big vision is and why they are on this journey, I can create an identity that is more aligned with their overall goals. If I didn’t do this then the work I would produce would simply have no substance.

I wanted my branding to be creative – for me that was the most important aspect of it. If I can’t be creative with what I do for my business, how could I expect Clients to pay for my creative services?

I also wanted Pink Lemon’s branding to be unique, fun with a contemporary feel. I love colour so colour also had to play a big part in it.

It’s amazing how powerful lemons are, they have so many healing properties and so I wanted to use this concept throughout my brand. Branding your business correctly can make a huge difference to the bottom line – it can heal it (see what I did there!); it can actually make or break a business.

It’s the branding that underpins everything both externally and internally which means that when you get it right, it can be very rewarding.

Launching Pink Lemon

I arranged my launch date for 1  September 2017 as I needed a specific date to work towards. One of the key things I had learnt during my first year in business was about goal setting. It’s one thing to have an idea, it’s another thing to actually make it happen. You need a plan, a strategy, that’s going to take you from point A to point B efficiently as possible. By committing to a date and making it public, it meant that there was no running away from it, I had to do it.

Branded cupcakesI booked the 10 minutes speaking slot at my BNI Chapter as my official launch, scheduled a Facebook ‘Live’ and then proceeded to tell everyone and anyone who would listen. I then made a list of everything that I wanted to get done by that date such as designing and building my website, creating my business cards, leaflets and banner. I also wanted to have something I could giveaway so I chose branded cupcakes as I thought it would be a nice touch.

I also ran a Facebook competition whereby someone would win one of my branding packages. This helped to grow my audience online and achieve exposure for the rebrand launch.

I gave myself about 6 weeks to get everything in order which, looking back, was quite a challenge. I scheduled everything working backwards from the date of my launch.

When the date finally came around, it was amazing. I’d worked really hard at defining what Pink Lemon was all about so when it came to talking about it, I knew I could do it with ease.

One of the questions, I got asked was ‘what is the difference between Pink Lemon and Karen Davies Design’… easy… Pink Lemon specialises in branding whereas Karen Davies Design simply provided general graphic and web design services. Through Pink Lemon, I get to niche and focus on the area I feel most passionate about.

A Year On

I am now a year on from launching Pink Lemon Branding & Design and I can honestly say all the work was worth it financially, professionally and personally.

I would like to share with you 5 key things I have learnt from going through the rebranding process:

1. Rebranding your business does take a huge amount of investment; both in time and in money but it’s absolutely worth it.
2. Defining your brand is critical. You can’t create branding without covering essential groundwork first.
3. Taking time to create a visual identity that best represents your business will help to demonstrate credibility, build trust and engage your audience.
4. Niche your services helps to narrow down your audience which then makes it easier to target.
5. Rebranding can have a huge positive impact on your bottom-line.
Final thoughts

If you are stuck in your business and feel that your message is getting lost in the void then it may be worth looking at whether your branding is in-line with what you are saying. It may be that you are attempting to speak to too many audiences as opposed to a selection of customers that will actually buy from you. When this happens, it can cause a disconnect.

If you would like a review of your current branding to see if it’s right for you or not then please do get in contact here as I can help you.


Case Study: Happy You Happy Body Rebrand

Case Study: Happy You Happy Body Rebrand

Rebrand & Brand Development

Based in Kent, Karen Jones is a Personal Fitness Instructor who provides personal training sessions, runs fitness bootcamps and teaches yoga in Orpington. Karen is also a published Author and an engaging Public Speaker with a story to tell.

I met with Karen Jones back in January 2017 as we were referred to each other by a mutual contact. At the time, Karen needed a book cover designed for her debut book which was due for release in September 2017. This book was due to be launched under her current business, Mad Mother’s Bootcamp.

Happy You Happy Board brand board
We got to know each other initially over a number of discovery workshops; where we brainstormed ideas for the book cover design. We built our creative relationship over a period of time.

I got to know, in great detail, Karen’s big mission and her overall vision for her business and it soon became apparent that the Mad Mother’s Bootcamp brand didn’t really sit very well with where Karen wanted to take her business.

Karen wanted to attract mums who had recently given birth, her mission was to help them feel good about themselves again after their pregnancy. It’s not just about losing weight, Karen’s mission is to help mums love their body again, a subject very close to Karen’s heart.

Karen takes an holistic approach and focuses on the overall wellbeing of her Clients, it’s not just about helping them to shed excess weight but to transform their mindset so that they feel great about the body they are in.

The problem was that Karen was struggling to fill her classes, she wasn’t attracting the right audience therefore making very little turnover.

Through open & honest discussions, Karen soon realised that the identity she currently had and the message she was communicating wasn’t aligned with her overall vision. The perception she had created was very disjointed, there was no core brand message.

Karen has a huge wealth of experience, expertise & passion for what she does but this wasn’t being communicated effectively.

Happy You Happy brand board
Happy You Happy Board website
Her existing website wasn’t very clear with confusing content that had no real direction.

It was important to realign Karen’s brand to her vision, and so it was decided that a complete rebrand – rather than just a name change – would be the most appropriate avenue to take.

A book cover was still needed but before we could start work on it, we needed to go right back to the beginning; the process of formulating a new brand identity had started!

Next steps

The first step in this process was for Karen was to write down every single possible name she could think of in a spider diagram. It didn’t matter whether they were right or not, this exercise was simply to help get everything down on paper.

Karen came up some with weird and wonderful names, however it was eventually decided that Happy You, Happy Body was the name that Karen resonated with the most; and having got to know Karen well throughout our sessions together, it was a name that I also felt was a strong fit with her ethos and drive.

Happy You Happy Body web design
Karen is a very positive, happy, dynamic and forward-thinking businesswoman so it was vital that these qualities were reflected throughout her new brand identity.

Of course challenges were experienced along the way. Having carried out a full branding audit, I discovered that the existing web presence of the Mad Mother’s Bootcamp was non-existent and so was of no value to Karen; which meant that there was no existing web audience to launch to.

Once the name had been decided, research needed to be carried out to understand the market in which the ‘Happy You Happy Body’ brand would be operating in.

In order for Karen’s business to be successful, Karen needed to understand her USP (Unique Selling Point) and also where she wanted her business to be positioned in the market place.

This market is saturated with Personal Trainers and fitness specialists so it was important for Karen to understand that she needed to position her business differently from all the others.

The Approach

Adopting a bespoke approach to Karen’s requirements, Karen and I worked together across a series of workshops to ascertain what parts of her current brand which were successful and which parts weren’t. It was important that her brand message was refined and clarified so that customers could be certain what she could offer them, why she does what she does and then benefits of working with her.

Although I designed a variety of different logos, the one that really stood out to Karen is the one where she is in her logo. As Karen is her brand, she loved the idea of being part of her physical identity.

Once the logo had been approved, we moved on to designing the book cover, marketing material (such a business stationery, pull-up banner, leaflets, social media visuals, book launch invitation, email footer etc)  and website where I liased closely with Karen at all times to ensure design consistency across her entire brand.

Working with Karen on her website proved to be smooth and seamless – with quick client approval achieved at each stage. Karen also chose to use Pink Lemon’s hosting solutions post web build.

Phase 1 of the website was built to include all requirements requested by Karen with a view that there would be a further development stage at Phase 2 whereby a fitness membership area would be integrated into the website as Karen wants to provide affordable and effective home-based fitness workouts.

HYHB design work
business cards
HYHB website
The Solution

Happy You Happy Body’s new brand image now has a more sophisticated and energetic look and feel with bold use of colour and simple, modern fonts. The company’s new image is instantly more engaging and is more inline with the overall vision of the business.

The new website now has a better user experience than the previous Mad Mothers Bootcamp which attracted very little traffic.  It has a more clearly defined site structure so that Karen’s content can be accessed via a more straight forward journey through the website.

The new website is not only fully responsive, Karen now has a fully integrated CMS (Content Management System) whereby she can now add new content to her website as and when required.


From the moment I met Karen, it was clear from her passion and love for what she does, had the potential for success.The problem she was facing was that her existing brand identity didn’t reflect where she wanted to take her business. She had purchased an off-the-shelf identity that had very little substance and therefore didn’t resonate with her audience.

By going through a series of discovery workshops and taking time to get under the hood of her business, we were able to formulate a way forward. This process has enabled Karen to understand her business more, who her target audience are, what her USP is and how she wants her business to be seen.

Not only does Karen now have confidence in what she offers but she is now gaining recognition through Awards for her efforts & services which is resulting in an increase of turnover.

Are you thinking of rebranding?

Rebranding your business is a journey that takes time, effort & investment. It’s not something that is achieved overnight however when a rebrand is done right, it can make a huge difference to the success and ultimately the bottomline of your business ?.

If you would like help rebranding your business then please do get in touch here.

Book launch Pull-up Banner

What Karen says:

“Thank you Karen for creating my new branding identity. It was an absolute pleasure to work closely with you to get my brand on point to exactly how I wanted it to be.

You are your brand and for anyone that may not know, that is actually me in my logo – the ‘Y’ in ‘HappY’.

Not only has Karen designed my brand identity, she has also designed my book cover which I absolutely love!

Karen has also designed my business cards, launch party invitations, exhibition banner and created my graphics for all my social media accounts!

I cannot highly recommend this lady enough for her services; her attention to detail is second to none – 10/10 from me!”

Video Interview with Karen Jones, Happy You Happy Body