Yellow limes… you’re kidding right? Actually we’re not, because all limes turn yellow when they’re ripe and at their juiciest. Yet people pick through them at the supermarket looking for the greenest limes they can find, and leave the yellow ones. First Fresh needed a brand and campaign developed that made people take another look at yellow limes, and recognise them for the ripe, juicy, delicious fruit they are; not a green lime with an identity crisis. Tracta developed the Lime Lights name, logo, branding and packaging and launched it with a social media campaign that let people know that yellow isn’t just OK, it’s the best.