MONTREAL—When Montreal-based agency lg2boutique was handed lemons, it turned them into... bold packaging.

The agency was the creative mind behind packaging for the Boris Iced Tea products (from Quebec brewer La Brasserie Licorne) which launched earlier this summer. Lg2 came up with a separate identity for both flavours of the iced tea — the character on the lemon packaging "is reminiscent of an eccentric character from England with a classic look, inspired by tea."


The second flavour, peach, "highlights the feminine side and features a woman with flowing locks to remind us of the fuzz on the fruit," noted the agency. "Each package is rendered in a fluorescent colour palette based on the attributes of each fruit."

The typefaces on the packaging and cans includes Mr Black (for the name of the product), Orator (description) and Trade Gothic (information). The particular fonts were chosen "for their boldness... (and) for the impact on the shelf and differentiation," noted the agency.


“It was important for us to make sure Boris Ice Tea would stand out on the shelves. Alcoholic iced tea is an exciting new niche in the Quebec market, and we knew that some American brands were going to jump on the bandwagon," explained Claude Auchu, vice-president, creative director, design. "With that in mind, we wanted to create a concept that was going to distance itself from what the others might do and develop a look that consumers would associate with the Boris brand."

Designers on the project included Caroline Reumont, Andrée Rouette, and David Kessous.