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“A Belly Full of London”

(About Liberty London, Est. 1875) “Liberty is a department store on Great Marlborough Street in the West End of London. It sells luxury goods including women’s, men’s and children’s fashion, cosmetics and fragrances, jewellery, accessories, homeware, furniture, stationery and gifts, and is known for its floral and graphic prints.”

(About Liberty London Food, Est. 2017) “Discover the finest artisanal products from all over the UK by browsing the Liberty London Mini Food Hall. Our curated edit is proudly diverse and eclectic, bursting with new discoveries to delight friends and family. From velvety smooth chocolate to fiery chilli sauce and aromatic hand-picked seaweed seasoning, we have a sweeping variety of goods on offer to fill your cupboards and elevate your culinary designs.”

Design by
& Smith
Illustrators: 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. Supermundan

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Relevant quote
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. & 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 ensure that their styles worked well for the individual product lines as well as for the range as a whole.

Images (opinion after)

New Packaging for Liberty London Food by & Smith
Family of products.
New Packaging for Liberty London Food by & Smith
Teas. Illustrations by Caroline Magnère.
New Packaging for Liberty London Food by & Smith
Candies. Illustrations by Louise Lockhart.
New Packaging for Liberty London Food by & Smith
Curds. Illustrations by Margaux Carpentier.
New Packaging for Liberty London Food by & Smith
Jams. Illustrations by Guy Catling.
New Packaging for Liberty London Food by & Smith
Jellies. Illustrations by Dave Anderson.
New Packaging for Liberty London Food by & Smith
Chocolates. Illustrations by Jordan Andrew Carter.

Opinion
Each category could easily be an individual post on Brand New, given that the personality and style of each is so distinct. It’s almost hard to judge this as a group but that’s also what makes it extra interesting. & Smith has created a wonderful mini world of food curiosities where everything feels like it has come from different parts of the world instead of from a single factory, like most private labels do. It’s also a very unselfish gesture from & Smith where they could have easily imprinted their design on everything but instead chose to allow other voices to contribute. I don’t know if the “LIBERTY LONDON” sticker bands are enough to unify all the different packages; perhaps if they had selected a single color background for them, it would have created a 100% consistent, unifying element. Still, it’s a great-looking project with a very alluring approach and with the flexibility to grow in any direction as new lines are added.