Transforming an upstart app into an international phenomenon
Originally named Sharee, the upstart app developed by ByteDance was born from the desire to connect people to new ideas and inspire people to explore a life they love. After initial success in Japan, ByteDance, the operator of TikTok and Douyin, was looking to expand the app to across Asia and facing diverse cultural backgrounds and vastly different languages.
Labbrand created the Alphabetic name Lemon8, which comes from the word “lemonade”. The universally loved beverage is the embodiment of fresh sensation and positive thinking, a perfect analogy for the refreshing points of view and uplifting contents that are always available on Lemon8. The number "8" symbolizes "∞" (infinity), reflecting the endless stream of useful, fun, and refreshing ideas originating from everyday life.
Lemon8 also enables the app to leverage a universally recognizable symbol of “fresh lemon” as the anchor of the new brand’s visual language, transcending regions and cultures.
After relaunching with the new brand in October of 2021, Lemon8 grew quickly in Japan and reached 1 million downloads in March of 2022 according to media reports. Lemon8 is now available in Japan, Thailand, Singapore, Malaysia, and Indonesia.