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A look at what’s new in design and branding from the Lewis Moberly team. Whether creating new identities or restaging loved ones we balance emotion and reason, insight and intuition, with a winning spirit. A look at what’s new in design and branding from the Lewis Moberly team. Whether creating new identities or restaging loved ones we balance emotion and reason, insight and intuition, with a winning spirit. The Friday Edit Issue 100 A look at what's new in design and branding from the Lewis Moberly team. Tags AI Friend or Foe Thought piece Generative AI has been the focus of cultural, economic and political debate. Will it give humanity a new age of tech-driven enlightenment or push us into dystopian obsolescence? Tags New Brew Thought piece Welcome to the constantly evolving world of beer, where breweries are finding new ways to expand their business into new territories and reach an increasing number of consumers. Tags the taste of change Thought piece What we eat and drink defines us more than ever, driving a revolution of changing taste. Tags

Discover our collaboration with Lavazza, creating a rich and evocative brand experience for one of Italy’s most beloved coffee brands. NAMING, VISUAL IDENTITY, PACKAGING RANGE DESIGN To go forwards, we first go back… To celebrate 120 years of Lavazza we found visual inspiration in the archives. Cropped engagingly by the iconic Lavazza cup, a collection of slim tins has been followed with a collection of individual cups. Each captures a moment in time for the brand. “Once again, please bring this well-deserved praise to the creative team and to all involved in the project.” ALESSANDRO ABIS, MARKETING R&G ITALIA MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

What we eat and drink defines us more than ever, driving a revolution of changing taste. What we eat and drink defines us more than ever, driving a revolution of changing taste. What we consume is an expression of our values and lifestyle, becoming an intrinsic part of our identity. We are what we eat. The Taste of Change looks at these new culinary intersections, identifying key attitudinal and category shifts brands should plan for. download report

Uncover our brand evolution for Tsingtao, capturing the heritage and authenticity of one of China’s most iconic beers. CAMPAIGN DESIGN The Tsingtao anniversary campaign celebrates heritage through a contemporary lens. A bold call to action demands attention. Vibrant, expressive visuals capture a daring, spontaneous personality and highlight premium quality with an urban twist. The campaign has been rolled out across key cities globally from London to Seoul across digital and outdoor media. “Our bold campaign invites consumers to reconnect and recharge with Tsingtao by ‘Living it Up’ and embracing the unexpected. The campaign has been designed to showcase heritage and bring Tsingtao’s daringly spontaneous personality to life in a contemporary, premium context.” MARY LEWIS, CREATIVE DIRECTOR, LEWIS MOBERLY MORE WORK LAMBAY IRISH WHISKEY THE GLENROTHES MORE WORK TEST TITLE Video Title

Discover how we elevated Experiencia Gourmet with a premium identity, showcasing fine cuisine through sophisticated and inviting design. IDENTITY DESIGN, BRAND EXPERIENCE, PACKAGING DESIGN No olive grove too steep, vineyard too remote or fjord too deep. Experiencia Gourmet food experts know where to find their treasures… LEARN MORE EXPERIENCIA GOURMET CHALLENGE The emergent middle class in Mexico have a growing interest in gourmet food and drink from around the world. The leading department store has responded by creating the most innovative and successful gourmet food hall in Mexico. The concept combines eating venues where consumers experience gourmet food prior to buying for home consumption. SOLUTION Our brand story and name introduce the buyers as experts and Experiencia Gourmet as a relaxing, enjoyable place to experiment. Reflecting a pleasurable, sociable gathering, the narrative identity unites an intriguing mix of creatures and icons, gathering to form the marque. This visually unravels throughout the food hall with a unique element dedicated to each venue — a playful invitation to participate. Every picture tells a story… RESULTS – food now up to 35% of daily stores sales – halo effect on motherbrand – business won from premium competitors – attracting younger consumers – own brand water outsells Mexico’s no.1 Coca Cola Ciel (despite being trice the price) – Success breeds success ambition roll-out programme: 1 store 2011 – 4 in 2012 – 8 in 2013 – 10 in 2014 – 14 in 2015… “The brand now accounts for a daily 14-35% of total store sales. This compares to a previous average figure for Liverpool gourmet food halls of 2%.” Juan Luis Berruga Director Food & Drink, El Puerto De Liverpool “Great news re the awards! Experiencia Gourmet is really making an impact here… We’ll be closing the year with six implementations… they’re all beautiful! Interlomas, Polanco, Santa Fe, Villahermosa, Puebla and Veracruz.” LOURDES MÉNDEZ BUSINESS PROJECTS MANAGER: EL PUERTO DE LIVERPOOL, MEXICO MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

See how we partnered with Biladi to elevate their brand through a design that reflects cultural roots and modern appeal. Our work showcases authenticity and vibrancy for a truly unique identity. BRAND CREATION, DESIGN Meaning ‘of the land’ in Arabic, Biladi aims to introduce the rich flavours and healthy lifestyle of Lebanon to a wider audience, as captured in its slogan Deliciously Lebanese. The brand marque is the ultimate expression of the brand’s personality. Beyond the vibrant colour palette, the logo changes its appearance on-pack via the use of two distinctive patterns, distinguishing between sweet and savoury products, which provide a contemporary twist on traditional Arabesque decorations. MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

Discover our bold and playful identity for Monkey Shoulder, designed to reflect the spirit and energy of this unconventional whisky brand. BRAND CREATION, STRUCTURE, DESIGN A good name can set up a question. A good design answers it. Monkey Shoulder disrupts the provenance mould and provides the barman with bar talk. LEARN MORE MONKEY SHOULDER CHALLENGE How to seamlessly balance the unexpected with the familiar, where most brands do one or the other to a fault. How to create a new ‘contemporary engaging brand’ in a well worn category. SOLUTION Rooted in whisky lore, the brand name Monkey Shoulder is inspired by, and named in honour of, the distillery malt men. These men acquire a stoop, known colloquially as ‘monkey shoulder’, from repeatedly turning the barley by hand… A clear, contemporary bottle is branded with a trio of three-dimensional monkeys, appropriately positioned on the shoulder. Each monkey represents one of three malts which form the blend. These iconic, polished, pewter monkeys are supported by a crafted, typographic label, setting out the malt men story. The minimal bottle, surprising name and story label create a tactile and distinctive presentation. “The iconic bottle design, complete with three brass monkeys — each representing one of the constituent single malts — on the bottle’s shoulder, is sure to attract confident, liberal minded people with discerning taste and ensures it’s not one to hide away in the drinks cabinet!” THEDRINKSSHOP.COM “Monkey Shoulder is in Selfridges as we speak… but you had better be quick, as it just broke their record, and is now the best spirit launch in Selfridges’ history.” GUY MIDDLETON INNOVATION, WILLIAM GRANT & SONS INT. LTD. MORE WORK WAITROSE COOKS' BENRIACH MORE WORK TEST TITLE Video Title

Explore our work with London Gatwick, reimagining the airport experience through a brand identity that enhances traveler comfort and engagement. BRAND IDENTITY, BRAND WORLD Typical transport branding is devoid of emotion. Our identity takes the passenger by the hand, recognising that the airport is the beginning of a journey, and should anticipate pleasure. LEARN MORE GATWICK AIRPORT CHALLENGE To disrupt the institutional wallpaper of airport identities, new owners of Gatwick needed to express a more personal ethos. Our brief was to restage Gatwick Airport as London’s challenger brand to Heathrow, and distance it from BAA’s institutional stance. Leisure passengers dominate at Gatwick. They are less familiar with airports than seasoned business travellers. Their holiday begins at the airport, not when they arrive at their destination. They describe themselves as being herded like sheep… SOLUTION Gatwick now offers a personal experience which is underlined by the new identity. Breaking with convention, the ‘Your London Airport’ identity is narrative-led, endorsed with a personal signature logo. Creating a dialogue is key to engaging consumers. An engaging tone of voice can de-stress and reassure. Create a dialogue… WINNER CORPCOMS AWARDS BEST CORPORATE REBRAND “Many thanks to you all once again for a fantastic presentation. We all left feeling so energised.” PAT CONWAY, MARKETING DIRECTOR GATWICK AIRPORT “Lewis Moberly's identity for Gatwick with its engaging narrative and informal logo enables us to connect to our passengers on a more personal level.” MIKE LUDDY, CHIEF COMMERCIAL OFFICER GATWICK AIRPORT MORE WORK LA GRANDE EPICERIE DE PARIS THE GLENROTHES MORE WORK TEST TITLE Video Title

Discover our fresh and vibrant brand design for Coconutea, highlighting a fusion of tropical flavors with a contemporary visual identity. NAMING, BRAND CREATION, DESIGN How do you stand out in a saturated category, for all the right reasons? And express a playful attitude through a distinctive tone of voice… We let the name do the talking. Heroing the product and dispensing with outdated coconut imagery. “We had to let you know that the response to the website has been nothing less than astonishing. Thank you all for your work but especially for that extra bit of TLC which made the difference.” CALV & SANJ, COCONUTEA MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

Discover our work with Tidal Rum, where the coastal spirit and premium quality merge through a design that feels both authentic and adventurous. BRAND CREATION, DESIGN Every day moon powerfully commands the sea, only with us for a short time, before disappearing. This cycle gives Jersey its extreme tidal range, which allows for the foraging of rare sea botanicals. This powerful elemental connection aims to appeal to those who seek unconventional brands and fuel their sense of adventure. “The process working with the Lewis Moberly team was brilliant, from the workshops to the brand creation, we were offered a myriad of concepts from an honest and original approach. They instantly comprehended and capturedour offering – our moon concept embodies the very tidal essence.” HARRY COULTHARD DIRECTOR, SHORTS BOY DISTILLERY MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

See our partnership with Divino, bringing Italian luxury gelato to life through a brand design that speaks to indulgence and quality craftsmanship. BRAND IDENTITY, NAME GENERATION, PACKAGING DESIGN How does a small brand deliver big presence? By disrupting the category in a relevant and engaging way. Served naturally in the shell, Divino will bring a smile to those searching the frozen wasteland of the retail cabinet. “It has been a pleasure working with Lewis Moberly in transforming our brand from a mere vision to a tangible identity. Their ability to visualise our dream surpassed even our highest expectations.” GUIDO MOLINARI MANAGING DIRECTOR, ICE ITALY MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

Looking at current trends of functional drinks globally A Language Step Change The new language of functional beverages A Language Step Change additional title support line here? Asawari Bora, Strategist There was a time when soft drinks sold pure escapism. They promised pleasure, indulgence and liberation. A cold can shared with friends. A sugary reward. A moment of carefree enjoyment. The category was built on emotion, but that emotion was simple: fun. Today, drinks are being asked to do something very different. They still need to taste good. They still need to offer pleasure. But increasingly, they are also expected to improve us. To energise us. Calm us. Hydrate us. Focus us. Restore us. Modern beverages are no longer simply refreshments. They are lifestyle tools. And in the process, an entirely new cultural language is emerging. Functional beverages have rapidly evolved from a wellness niche into one of the most culturally influential spaces in modern branding. What was once confined to sports nutrition aisles and specialist health stores has exploded into mainstream culture, driven by a generation that expects more from the products they consume. This shift reflects something much bigger than changing drinking habits. It reflects a changing definition of aspiration itself. Imagery: Living Things, Moju, Trip, Kin Euphorics, Celsius, AG1, Hip Pop Wellness became visible culture For younger consumers especially, wellness is no longer private. It is social, performative and deeply tied to identity. The products people carry now communicate far more than taste preference. They signal values, routines, ambitions and self-awareness. A drink on a desk, in a gym bag or held in a TikTok video has become part of a carefully constructed visual language of self-optimisation. This is why functional beverages have moved beyond “health”. They now sit closer to fashion, beauty and lifestyle culture. Consumers are no longer simply choosing drinks. They are choosing signals. One person reaches for hydration and electrolytes as a marker of discipline and performance. Another chooses adaptogens and nootropics as a symbol of balance and emotional awareness. Another embraces playful gut-health brands that turn wellness into humour, colour and social currency. Function has become identity. And brands have responded accordingly. Imagery: Kin Euphorics A completely new aesthetic world What makes the functional beverage category so culturally significant is that it hasn’t just created new products. It has created entirely new design codes. Traditional soft drinks were designed for mass appeal. Functional beverages are designed for self-definition. Their role is no longer simply to refresh, but to communicate something about the person holding them: their mindset, priorities, routines, ambitions or emotional state. In many ways, these products now operate more like lifestyle accessories than traditional FMCG brands. Across the category, four distinct creative worlds are beginning to emerge. Imagery: Harpers Bazaar Big Personality Perhaps the loudest and most culturally visible territory, this world embraces wellness with a wink. These brands lean into hyper-saturated colour, oversized typography, playful irreverence and social-first storytelling. Benefits are communicated through humour, creators and cultural references rather than authority or clinical language. Packaging is designed to travel across Instagram and TikTok. Products become props within identity-driven content ecosystems, helping consumers project optimism, social fluency and cultural awareness rather than rigid self-discipline. Importantly, these brands understand that younger consumers often want wellness to feel optimistic and culturally connected rather than medicinal or overly disciplined. In this world, functionality becomes entertainment where wellness is no longer about perfection, it is about participation. Imagery: Agua de Mardre The rise of understated wellness At the opposite end of the spectrum sits a quieter, more considered movement. These brands reject hype in favour of calm confidence. Their visual language is restrained, elegant and highly composed. Muted palettes, editorial photography and minimal design systems create an atmosphere of quiet authority. Rather than shouting about benefits, they imply expertise through consistency, clarity and taste. Health is positioned more as a mature lifestyle choice rather than a trend or personality. This territory reflects the growing sophistication of modern wellness culture - where for many consumers, health is aspirational because it signals balance, discernment and control. Imagery: Medahuman, This is G Spot Mood, mysticism and emotional escape Another emerging world moves beyond performance entirely and into emotion.These brands are less concerned with self-optimisation and more interested in how people want to feel. Soft gradients, dreamlike imagery, immersive worlds and emotionally charged language create products that promise mood as much as function. The language shifts from physical benefit to emotional transformation: calm, uplift, clarity, euphoria, connection. What is particularly interesting about this movement is that it reflects a broader cultural desire for escape and emotional regulation. In an overstimulated world, these products offer small moments of transition. A way to shift gears emotionally, mentally or socially throughout the day. Here, drinks become vehicles for mood, atmosphere and sensory experience. Imagery: Kin Euphorics Radical clarity and the performance mindset At the same time, another group of brands is moving in an entirely different direction. These are the brands built around precision, transparency and measurable performance. The design language is stripped back, highly legible and often intentionally uncompromising. Benefits are explicit. Claims are quantified. The tone is direct and rational. In this territory, functionality is not softened through lifestyle storytelling. It is the entire story. Consumers are drawn to products that feel engineered for improvement - hydration, endurance, recovery, focus, energy. The aesthetic communicates discipline and capability. The appeal lies partly in serious self-improvement, but also in trust. In an increasingly crowded category filled with vague promises and wellness theatre, radical clarity becomes a signal of credibility. Imagery: Cadence The category is moving from impulse consumption towards behavioural integration. Socialising itself is becoming more intentional. More daytime-led, more wellness-conscious and more centred around mood, activity and emotional needs. Functional beverages fit naturally into this new landscape because they support the way modern consumers increasingly want to live: balancing pleasure with productivity, stimulation with recovery, and self-expression with self-care. This is what makes the opportunity in this category so significant. The brands succeeding in this space are not simply selling ingredients or benefits. They are building systems of meaning around modern lifestyles. They understand that consumers increasingly want products that fit seamlessly into who they are - or who they aspire to become. From products to rituals What connects all these movements is a fundamental shift in the role drinks now play in everyday life. Traditional soft drinks were occasional pleasures. Functional beverages aim to become embedded within rituals: Morning energy. Post-workout recovery. Afternoon focus. Evening calm. Social wellness. Emotional reset. As traditional social habits continue to fragment, consumers are increasingly building smaller, more personalised rituals throughout the day. Wellness culture has accelerated this shift, particularly among younger consumers who are redefining what connection, balance and leisure look like. The category is moving from impulse consumption towards behavioural integration. Socialising itself is becoming more intentional. More daytime-led, more wellness-conscious and more centred around mood, activity and emotional needs. Imagery: Plenish The opportunity for established brands For established brands entering this space, this creates both opportunity and tension. Many established brands possess something newer functional players often lack: trust, credibility and substance. But credibility alone is no longer enough to drive cultural resonance. Today’s consumers expect brands to move beyond being trusted and become desired. That requires a different type of communication. One that balances authenticity with aspiration. Science with emotion. Heritage with relevance. The brands that succeed will be the ones able to evolve without losing the qualities that made them meaningful in the first place. In a category often dominated by short-lived trends, brands with genuine substance have the potential to stand apart, provided they can express that substance in compelling ways. The strongest brands in the future functional beverage landscape will not simply chase trends or mimic startup aesthetics. They will build distinctive worlds rooted in genuine values and believable expertise. Because despite the noise surrounding the category, one thing remains true: Modern consumers are increasingly sophisticated at recognising the difference between brands built on hype and brands built on substance. And in a world obsessed with optimisation, integrity may become the most powerful function of all. If you’d like to discuss the future of functional beverages and how your brand can build relevance within this evolving landscape, get in touch. Subscribe to The Friday Edit Submit Thanks, we received your submission.