& SMITH has designed the identity and packaging for Liberty London’s first British food range, which launched at the beginning of September 2017. The designs feature the work of 14 illustrators on over 50 products displayed in their own dedicated area on the ground floor of the store, the Liberty London mini British Food Hall.
In a quest to find small and unique food producers, Liberty London returned to its founder Arthur Lasenby Liberty’s mission of travelling the British Isles to unearth producers who are passionate about their products and dedicated to using the finest ingredients. Highlights of these include: Pembrokeshire Beach Food Company’s Laver Seaweed from Wales; Liberty London Blend Tea from the Tregothnan estate in Cornwall; Dark Woods Coffee, roasted in West Yorkshire; Liberty London Chocolate by Pump Street Chocolate, made in Suffolk; Manfood Beer Jelly made in Cambridgeshire and Old Tom Gin from Jensen’s, distilled in Bermondsey, London. Some of these were made bespoke for Liberty London.
& SMITH wanted to avoid the standard approach to own brand white label packaging and instead decided to hero the suppliers and makers. When sourcing the final group of illustrators, & SMITH ensured that their styles worked well for the individual product lines as well as for the range as a whole.
Dan Bernstein, creative partner, & SMITH says:
“The idea was to really promote the suppliers. Each illustrator was allocated their own supplier and we told them to look at the stories behind the brands, their individual products or flavours and any interesting techniques that might make that particular item stand out. We were keen to make sure that each illustration had a bit of ‘weird and wonderful’ running through it to give it that Liberty feel.”
The illustrators are: Billy Clark, Caroline Magnère, Dave Anderson, Guy Catling, Hani Abusamra, Jordan Andrew Carter, Louise Lockhart, Margaux Carpentier, Mr Gordo, Rob Bailey, Rob Lowe a.k.a Supermundane, Sarah Arnett, Sarah Wickings, Valero Doval.