Liberté challenged us to create a disruptive new strategy and design that would honor their rich heritage while modernizing the brand to connect with new audiences as they grew across North America.
Founded by a group of explorers, today Liberté attracts a community of like-minded, curious consumers who want and expect more from their food. We dialed up this notion, identifying this contemporary group as “Kindred Seekers” and centralizing them in our strategic approach.
The new design translates the strategic brand vision into a powerful and ownable equity – an upwards accent – that is thoughtfully and skillfully referenced in all aspects of the design, particularly in the ingredient depiction. The resulting brand is not only premium and desirable, but also, from a lifestyle perspective, embodies a bold, fresh and aspirational aesthetic.