Dirty Lemon

2018 - 2020

New York

We partnered with Dirty Lemon, the first DTC text-to-order beverage brand, which later became the flagship under parent company Iris Nova following a $15M investment from Coca-Cola. This investment marked a pivotal moment, transforming Iris Nova into an umbrella company for a portfolio of innovative beverage brands.

As a key player in this evolution, we led cross-functional teams to launch 10 new products, driving brand growth and contributing to Iris Nova’s recognition as one of Fast Company's Most Innovative Retail Companies (2019).

Our strategic approach combined streamlined digital marketing, high-impact co-branded initiatives with partners like SoulCycle and Barclays Center, and visually compelling content creation. This holistic strategy optimized campaigns, increased product sales, and expanded brand reach while boosting online engagement and conversions.

Key Services:

  • Creative + Art Direction

  • Social Media Management

  • Campaign Management

  • Brand Strategy

  • Partnerships

Highlights

  • The Drug Store

    In 2018, we introduced The Drug Store, a first-of-its-kind retail concept in Lower Manhattan.

    As the first text-to-order DTC beverage brand, Dirty Lemon disrupted traditional shopping experiences with a cashier-less store, operating entirely on an honor system.

    Customers could walk in, grab a drink, and pay later via text—challenging industry norms and pushing the boundaries of convenience and consumer trust.

    This bold experiment gained widespread media attention, with features in The New York Times, Forbes, and AdWeek. It wasn’t just about selling beverages—it was about redefining retail, fostering brand loyalty, and integrating digital convenience into physical spaces.

  • +Retinol Launch

    In 2019, we redefined beauty from the inside out with the launch of the world’s first drinkable retinol.

    This groundbreaking innovation challenged traditional skincare routines, merging wellness and beauty in a way that pushed industry boundaries and reshaped consumer expectations.

  • Redefining Wellness Via Partnerships

    Dirty Lemon sat at the intersection of wellness, hospitality, and beauty, forging strategic partnerships with industry leaders to seamlessly integrate our beverages into consumers’ daily routines.

    From boutique fitness studios like SoulCycle and Equinox to luxury hotels such as 11 Howard and The Hoxton Brooklyn, we opted to position the drinks in spaces that embodied a modern, health-conscious lifestyle.

    Dirty Lemon’s presence extended into the beauty world through collaborations with brands like Nécessaire and NARS, reinforcing the connection between inner and outer wellness. By aligning with these cultural tastemakers, it became a lifestyle essential.

  • ComplexCon

    Dirty Lemon’s presence at ComplexCon showcased our ability to seamlessly integrate into diverse cultural spaces, bridging the gap between wellness and streetwear.

    As a brand that thrived on disruption, our booth stood alongside industry-leading innovators, engaging a trend-savvy audience with our bold approach to beverage.