Earlier this year, Liberty London launched their first âown-brandâ food range. Their mission was to find their favourite, small and unique food producers from around the UK â an approach that mirrored their founder, Arthur Liberty from days gone by.
The result of their travels is a range of over 50 products displayed in their own dedicated area in store â The Liberty London mini British Food Hall. Our job was to brand the collection, and design each line of packaging that made it up. Included in the range were a selection of chocolates, shortbread, truffles and confectionary.
First and foremost, our approach to the branding and design was to avoid the standard, formulaic approach often applied to own-brand range design. This wasnât a range that could be too uniform or âsameyâ on shelf. It had to be fun, different and eclectic to make it right for Liberty.