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Soft Rebranding: When Change Feels Like a Breeze, Not a Hurricane
- Cecilia Noguera
- Jun 2
- 2 min read
Starting doesn’t always mean having everything figured out.
When we launched Yellow Lemon, we knew exactly what we wanted to do: create authentic brands, build innovative strategies, and design memorable experiences. We entered the market with a lot of energy: a bold, vibrant aesthetic full of color and freshness.
It was a strong first impression, and it worked. But the truth is, we didn’t go very deep into that visual identity. At the time, the priority was getting out there, showing up, getting started. Like many brands, we hit the ground running… and now it’s time to fine-tune.
The desire to feel more aligned.
As time went on, a need emerged: to align how Yellow Lemon looked with what it felt like to work with us. We began seeking a more sensory, handcrafted, relaxed universe. We drew inspiration from the Italian summers of the ‘60s and ‘70s, from the imperfect beauty of simplicity, from quiet luxury: a glass of cold limoncello in the shade, salty skin, and bare feet.
That’s what we wanted our brand to evoke. Not a total makeover, but an evolution. Something that would allow us to still be ourselves, just more deeply so.
What we changed (and what we didn’t)
We didn’t change our name. Or our logo. Or our essence.
What we did was a soft rebranding: an aesthetic and emotional shift. We refined our visual style, refreshed our covers, colors, and rhythms. We moved from loud to warm. From urgent to calm.
Not to look “prettier,” but to look more sincere.
A rebranding with soul.
We believe not every brand needs a full reset. Sometimes, all it takes is pausing, looking around, and asking a simple question: Does what I’m showing reflect who I am?
Today, Yellow Lemon is still what it’s been since day one: a creative studio for branding, marketing, and events. But now, it looks a little more like how we want it to feel: like a postcard from an endless summer, made with soul, lemon, and calm.
