The Beginning

The first concept design for LEMON (2018).

From the beginning, LEMON has been based off the idea that nothing can be perfect. As lead designer, I wanted to embrace that by allowing mistakes in the creation process. I wanted LEMON to be a display case for moving past the things that weigh you down.

Dealing with strong OCD has been a tough part of my life, and accepting these flaws in the design process is part of moving forward for me. I am a firm believer that accidents aren’t a bad thing. I believe they inspire creativity, progress, and keep things original, and that’s what I want to emphasize through this brand.

If the text bleeds a little, or a letter is misplaced slightly, or if something isn’t perfectly even, that’s human, and there’s nothing wrong with that in my opinion. That is for this project at least. Embracing that, I hope you can appreciate the flaws as I do.

DEDICATED TO THOSE WHO SUPPORTED ME FROM THE BEGINNING.

YOU WILL NOT BE FORGOTTEN.

I CREATED LEMON on a random day, I think it was in the summer. I was typing up random names trying to reach something that I could get behind.

Fashion was something I started to take an interest in from a business point of view in 2017. I was seeing what popular brands were doing, and thought to myself that it really isn't hard to design something that could be liked by many. I always had an interest in fashion, according to my mother who would point out that even as a toddler I was thumbing through clothes feeling each fabric, and closely studying colors.