Lemon Jelly
The Brief
To produce a completely integrated visual identity for Lemon Jelly, from single and album artwork and packaging to promotional videos, live event visuals, merchandise and promotional material. While each facet had its own brief, the overarching visual theme was for rhythmic, abstract patterns that complement the group’s style of music.Our Solution
As Fred Deakin, one of Airside's creative directors, is also half of Lemon Jelly, Airside has a unique relationship with the band that allows us the freedom to create aesthetically unexpected work. Being involved in all of Lemon Jelly's visual output enables us to be diverse and experimental, with no idea off limits thanks to the band’s willingness to give their audience something unique each time they bought a record or attended a live show.This freedom resulted in innovative and highly regarded ideas and products:
• Lemon Jelly’s album packaging doesn’t feature any type on the covers, while eschewing the traditional jewel case in favour of over-sized gatefold cardboard designs.
• The limited edition single Soft / Rock came in a hand-stitched demin with a flavoured condom, while Rolled / Oats was made from hand-stitched hessian cloth.
• Tickets for a special Lemon Jelly live show took the form of a limited edition t-shirt.
• The 64-95 album was also released as a DVD of animated videos for each track.