While the soda world is exploding with redesigns, the lemonade world has yet to catch up. Nevertheless, it’s a space with endless potential, and StillBitter is tapping, er, squeezing into it. The packaging system, designed by Hayley Lim, adds an element of edge and surprise into a world with visuals that often lean into the romanticization of kids selling the beverage for some summer spending money. In other words, the lemonade market is typically sweet and innocent, but StillBetter’s bold, emotional packaging is just what the market needs.

When life gives you lemons, make some really f*cking sour lemonade. StillBitter Lemonade Co. is a no sugar, ultra bitter lemonade drink whose branding is as sour as its origin story. Everyone can relate to heartbreak and unhealthy relationships. Through branding, we wanted to show that brands don’t have to be impersonal, they can actually be really, really personal. The design and copy go hand and hand with delivering raw, emotional, and bold visuals based on the founder’s toxic relationships.