11:11 | Lemonade of Lucky Coincidences

THE IDEA

11:11 is more than just a time on a clock. For many people, it is a special moment — a time to make a wish, notice a sign, or believe that something good might be on its way.

At the heart of the brand is a simple idea: happiness rarely comes from life’s biggest events. More often, it is found in small moments — a sunny afternoon, an unexpected message, a favorite song playing at the perfect time, or an ice-cold lemonade opened exactly when you needed it.

11:11 turns an ordinary drink into a small ritual. A moment to pause, smile, and feel like everything is falling into place.

BRAND CONCEPT

Every can represents a small lucky coincidence.

• You glance at the clock and it’s 11:11.
• You find money in an old jacket pocket.
• You catch the bus just before the doors close.
• You receive a message from someone you were just thinking about.
• These are the moments that define the spirit of the brand.

11:11 reminds us that magic does not have to be extraordinary. Sometimes it fits inside an aluminum can.

VISUAL IDENTITY

The numbers 11:11 become the core visual element of the brand — a symbol of coincidence, balance, and symmetry.

Minimalist design keeps the focus on the moment itself, while vibrant flavors create an emotional contrast with clean typography, making the product highly recognizable and distinctive on the shelf.

11:11 — a drink that reminds you that lucky moments happen more often than you think!