Why Citrus?
It started with a dream… To show how easy and stupid it was to create a brand from a fruit (lookin’ at you, Apple) and thus, Lemon Tees was born!
…Except it turned out a business by that name already existed. And so, it was back to the fruit-chopping board. Still fixated on the fruit idea for some reason, several fruits were tested but none quite had the same ring to them like Lemon Tees did.
So, what to do? Abandon my week-long dream of creating a brand out of a fruit that sells T-shirts? Was I desperate enough to start exploring the possibility of using a vegetable? I must admit, in those dark times, I did consider it. But what could work? Parsnip Tees? Eggplant Tees? Potatees?
Despite the obvious brilliance of Potatees, it was even more obvious that it was terrible, so it was back to the fruits. But then I thought, “why stop at one?”
Because ‘LemonAppleMandarinBanana Tees’ didn’t quite roll off the tongue, that’s why. How about abbreviated though…? ‘Lappmandana Tees’ was certainly an improvement…
Finally, I realised, why cut out parts of the word when you can cut out parts of the fruit?
And thus (for real, this time) Citrus Tees - consisting of slices of grapefruit, orange, lemon, and lime - was born!
