LemonAid is a social business that seeks to create fresh, healthy lemonade akin to the kind your grandma used to make, but with a social cause. With a sharp focus on branding and design, LemonAid is a company with a personality—and a tongue-in-cheek personality at that. More importantly though, LemonAid’s ingredients (fresh organic lime, cane sugar and water) are all completely fair trade. What’s more, the company creates vital relationships with the countries that they import their ingredients from and, therefore, support social aid and sustainable development in those areas. In order to end the degrading exploitation that farmers in many countries are stuck in, LemonAid impacts the livelihoods of small farmers who are able to gain a greater portion of the profits of their cash crops.
As a project that first started in someone’s humble kitchen in St. Pauli, Hamburg, LemonAid has kept its grassroots ethos by now producing in a family-run bottling firm. Interestingly, all the people that work at LemonAid quit the jobs they once had in order to work with LemonAid’s project. Accordingly, LemonAid is about a passion to make a difference. And it shows: on the website, they assure you that they won’t "sell it off to Coke one day."
At first glance, LemonAid seems like just another trendy organic drink with a corporate social responsibility mandate. However, what makes the brand special is that its marketing isn’t aimed toward those who already shop at health food stores and are aware of the fair trade movement. By calling to a specific taste and design, LemonAid has a sense of humor and a conscience—and that’s hard to find.
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