Title Image


Bringing re-newed confidence to a men’s confidence coaching business.

Mens coaching is a bullish environment. Self-titled business coaches with ambitious guarantees flood the internet promising grand solutions. Business coaching is a saturated area and the branding of most felt more like a ‘bootcamp’ experience than an emotional one.


Further is a confidence and progress coaching business with a difference.  Taking a more sensitive and pragmatic approach, men are steadily equipped with a mental toolkit to overcome their own self-doubt and anxieties that may be holding them back from reaching their potential.


Driven by the founder, the business had already built a steady audience but had yet to meet its own targets and ambitions. Together we looked at a strategic overhaul to re-assess how to pitch itself within this loud and crowded market.


Our understanding and research, coupled with the insights we discovered through our strategy sessions suggested we change the name of the business to one that better conveyed the journey that individuals would embark on and the progressive techniques involved.


Further reflected not only the continuous development of the user, but also the aspirational reach of the pathway to potential. Fresh Lemon built a brand of sensitive masculinity that makes it more relevant, more memorable and more individual as a game-changer among other coaching services. Further now has a toolkit of its own to reach newer audiences.