Ahandful of kids got a taste of retail branding in the recent creation of the ultimate lemon- ade stand at a busy Manhattan plaza, thanks
to two A.R.E. members based in the area. Brand
agency CBX worked with a team of 9- to 12-year-olds
for two months to develop the concept, while Big
Apple Visual Group manufactured and built the
stand. The project was organized by 826NYC, an
organization fostering creative writing skills in
“Having the students plan with the professionals
at CBX, execute, and then interact with the general
public … will have a profound effect on these young
people,” said 826N YC Founder Dave Eggers.
The students worked side-by-side with the CBX
creative team on the business name and design of
the logo, stand, signage, product packaging, and uniforms. The 10-ft.-by-20-ft.
stand resembled “a tropical oasis hidden
in the heart of New York City’s steamy
concrete jungle,” replete with a treasure
chest cooler for the product, palm trees,
towering Easter Island statues, flamingos, penguins, a misting system, and
“Welcome to Paradise” signage.
CBX sought “to energize the young
creative minds of 826N YC and to enable
them to see that their imaginations can
be realized in a meaningful and tangible
way,” said Gregg S. Lipman, managing
partner of CBX. “We wanted them to experience how gratifying
it is to come up with an amazing idea and see it come to life.”
“Sweet ’n Sour Chillville” was open for eight hours at
Broadway and 23rd Street on a warm August day. Staffed with
11 students, it sold 3,000 bottles of Lemon826 Sweet ’n Sour
Lemon Twist, raising nearly $3,000 for the Brooklyn-based
nonprofit. A video and signage about 826NYC helped students
discuss their experiences as part of the group’s after-school
programs with the public.
“The lemonade stand was a great opportunity for our students to not only learn about how to tell a story through branding with the folks at CBX, but to also lend their voice to why
826NYC is so important,” said Joshua Mandelbaum, executive
director of 826N YC.
CBX provides pro bono branding services to the organization, and Lipman said the agency plans to continue working
with the group. “I’m proud that CBX was able to make a difference in these kids’ lives. It was a unique and fulfilling experience for the entire CBX staff, and a cool reminder as to why we
are in the creative business in the first place,” Lipman said.