Why Fresh Lemon?

When deciding on a name for the agency there was one overriding criteria. It had to be memorable.

It's often joked that inspiration came from the bottom of a glass after a long, long night's discussion. While it is true that many midnight candles were burnt, the name was actually decided after a process of creativity, elimination and rationalisation.

The need was for a name that was original, imaginative and emotive. There was also a recognised requirement that it had to be phonetically articulate and free for domain registration - factors that seem obvious now but were often overlooked at the time.

With all this in mind, Fresh Lemon was conceived. It felt new, crisp, pure, feisty and energetic. Above everything else it felt right.

With this new identity it became apparent that it began to influence the agency's philosophy to the point where every detail needed to be 'fresh'. This mantra allowed Fresh Lemon to grow with a focus that each project should be approached with the aim to 'revitalise' and 'refresh' wherever we could.

One additional underlying factor was that we knew we would be judged on our name. Thankfully, we still have overwhelmingly positive responses and by way of validation Fresh Lemon has been listed on the 'Most Creative Agency Names'.

If we can be this meticulous and precise with our own requirements then we hope that this is measurable of how dedicated and diligent we can be for our clients and their needs.

And that feels right too.