Lemon Belly E-commerce & Brand Magazine

We were commissioned to create a comprehensive visual identity for Lemon Belly, a cluster of London-based stores selling iconic theatre costumes. Our task was to translate the brand's unique narrative, founded by West End show coordinator Caroline Tyndall, into a compelling e-commerce and editorial package.

The creative concept revolved around transforming a single model into a cast of theatrical characters, from a dramatic bombshell to a stoic knight and a vibrant showgirl. This approach showcased the versatility and history of the garments. Beyond the character-driven editorial, we produced sleek still-life photography that highlighted the brand's identity, such as a hand holding a lemon adorned with their jewellery collection, and a custom video featuring a professional dancer.

A defining element of the project was the conceptual back cover for the brand magazine: a meticulously crafted collage of the original costume labels, carefully photographed and composited to reveal their storied provenance from major productions like Legally Blonde. The final delivery balanced this whimsical, passionate storytelling with clean, digital design, creating a powerful visual package that honors the garments' incredible histories while driving modern commercial appeal.

Please note: The images presented here are a select preview. The full project gallery remains confidential.