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

See how we partnered with Sourglass, designing a modern, eye-catching brand identity for the contemporary drinks market. BRAND CREATION, VISUAL IDENTITY, STRUCTURE, DESIGN Lewis Moberly has challenged the beer category norm by redefining the drinking experience and commodity perception, giving beer and brewer the credit they deserve. Beer is too often drunk at pace without much thought or appreciation. Sourglass from the Fitzwood Brewery creates a new appreciation for beer craft, flavour and drinking ritual. The unique bottle structure, secondary frame, and the name itself is inspired by the traditional hourglass. The bespoke glass bottle inverts on the outer oak frame to serve and pour a perfect measure of beer. It mirrors the brewery’s overarching purpose, to encourage drinkers to take time to experience the sights and flavours the beer releases. “An innovative structure inspired by the hourglass profile, using 100% recycled glass with an outer frame sustainably sourced from used oak casks in which the beer is aged. A centrepiece for serving.” MARK TOSEY PRODUCTION DIRECTOR, LEWIS MOBERLY MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

Explore the story of Lewis Moberly, a pioneering brand design agency creating impactful identities, packaging, and digital experiences for global brands. Meet the team behind award-winning creative solutions. Lewis Moberly is a strategic creative business, immersed in the world of brands. Fledgling, iconic, walk-in and take home brands. We imagine them, define them, polish them, position them and design them. We live brands, they identify and culturally connect us. INDEPENDENT IN STYLE AND SPIRIT Lewis Moberly principals shape the business, creating a unique culture which inspires colleagues and clients alike. Mary Lewis Executive Creative Director Robert Moberly Chairman Jovan Buac Managing Partner Mark Tosey Head of Production EXPECT THE UNEXPECTED Seasoned professionals, inspirational youngsters, challenging thinkers. We live and breathe brand design at Lewis Moberly, it’s the fuel in our tank. We use it strategically and surprisingly. We do our homework, we are our own best critics. When you work with us, expect to be challenged . We are a hands on team… Ready to roll up our sleeves and be fully immersed. Here we are on site at St Pancras International during the first stage of our brand identity work. Hard hats obligatory. THE TWO TOP AWARDS Unique position. We are the only design consultancy to hold both The Top Award for Design Effectiveness and The Top Award for Design Excellence. We believe one leads to the other. OVER 500 AWARDS AND COUNTING… Ours are won for good reason. They keep us sharp. And they mirror the competitive brand world. LM have won over 25 Best of Best Awards from every major competition. “For every penny Boots spent on new packaging designs, it gained £1 in sales.” SIR ANTHONY CLEAVER CHAIRMAN IBM (DBA JUDGE) What Our Clients Say “The campaign is launching now and the Sets are already in-store and generating much excitement — amazing project delivered by LM.” DOROTHEE PEZIN-NIXON, LEFRANC BOURGEOIS SENIOR GLOBAL BRAND DIRECTOR “LM has been an excellent partner, helping bring our vision to life. We are a start-up and it's important that we could lean on their expertise and support. We are excited for the brand’s future!” SANJIV RAI AND CALVIN LOBENDHAN, COCONUTEA CO-FOUNDERS “When we chose Lewis Moberly we knew that its expertise could not be questioned. Out of all the agencies we interviewed, Lewis Moberly was the only one who understood perfectly the particularities of our brand, as well as our brief. The result is above all expectations.” GHISLAIN DE MONTGOLFIER, PRESIDENT OF BOLLINGER What Our Peers Say DAVID STUART, THE PARTNERS “So what is it about Mary? Let’s start with the big stuff, the abstract nouns: passion, commitment, vision. She has them all in large measure. Like every winner of this award over the years, she cares almost more than it’s healthy to care about, never for a moment allowing standards to slip. As a designer, she’s out of the top drawer — or maybe the secret compartment concealed just above it.”

Explore our luxurious brand design for Moet & Chandon, elevating the champagne experience through timeless elegance and refined style. BRAND IDENTITY, PACKAGING DESIGN God is in the detail for Moët, with an immaculately dressed brand identity. LEARN MORE MOET & CHANDON CHALLENGE The World’s No.1 set a call to action prompting an holistic review of its identity… House marque, hierarchy, label and portfolio all came under scrutiny. Over time the brand had faded, image did not match perception. SOLUTION The house marque is stripped of the superfluous and given the stature it deserves. Generics are appropriately relegated as equities are established. A textured pearl finish label with tactile raised lettering and seductive foiling, is set to be fabulous in the hand. The ownable Moët neck wrap is extended and dramatised creating a distinctive equity and driving the advertising. With The House in order, the portfolio extends effortlessly to family members. God is in the detail… MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

See our award-winning design for Glenmorangie, capturing the elegance and legacy of Scotland’s finest whisky with premium branding. BRAND REDESIGN, PORTFOLIO DESIGN Rooted in truth is at the heart of authentic brands. Glenmorangie wears a gilded centrepiece inspired by The Stone of Cadboll. LEARN MORE GLENMORANGIE CHALLENGE New owners LVMH sought to reposition Glenmorangie from niche to luxury. They recognized that with limited liquid stocks, the opportunity was to raise the premium and reach out to Asian and American markets. SOLUTION With radical repositioning the objective, new ideas had to be rooted in truth. Our new identity is inspired by a pictish stone standing in the grounds of the distillery. A cartographer’s border framing the old label becomes the signature luxury pattern. A faded palette becomes gloriously rich and tasty. Soft finishes are gilded and embossed. New structural packaging and P.O.S. support a polished and perfected brand. The core portfolio has been followed by Private Edition limited releases such as Glenmorangie Finealta and Astar, named and designed by Lewis Moberly. “Lewis Moberly demonstrated a passion for creativity and detail throughout the project. The new packaging expertly balances our heritage with stylish premium cues and enhances Glenmorangie’s reputation across the world.” KERRIN LUMSDEN, MARKETING MANAGER, THE GLENMORANGIE COMPANY MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN 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

See our unique brand storytelling for One Man and His Donkey, a brand that combines whimsy with purpose for a memorable identity. BRAND CREATION, NAMING MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN 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

Uncover our dynamic branding for Johnnie Walker, enhancing one of the world’s most recognized whisky brands with a bold, global identity. BRAND REDESIGN, PORTFOLIO DESIGN “If you’ve got it, flaunt it.” The iconic ‘striding man' keeps on walking… right across the pack. LEARN MORE JOHNNIE WALKER GIFT PACKAGING CHALLENGE Gifting is important within Vietnamese culture and particularly so at Têt, their New Year celebration. Vietnam is a ‘dark market’, no alcohol advertising is allowed and brands are highly dependent on good distribution and product displays. SOLUTION The gift packaging design dramatises the iconic ‘Striding Man’ — making him hero. Full size, he confidently walks across the packaging face, his highly recognised shape in-filled with an exuberant and decorative pattern of fireworks, symbol of New Year celebrations. In China, vivid colours from the artist Pan Jian Feng bring the icon vibrantly to life. Dramatising the ‘Striding Man’ has helped drive brand awareness and build visual equity through the rest of the year. Johnnie Walker displays accounted for more than half the total category. “Khong Ngung Buoc Toil” (Keep Walking !) WINNER DESIGN EFFECTIVENESS GOLD “It’s a brilliant combination providing local appeal while also building global brand credentials. The design delivers against our vision that deeply understanding and delivering against the needs of consumers in Asia will raise the quality of our design output. This design is now being used in multiple markets around the world and has been the inspiration behind a new direction for Johnnie Walker design.” Jeremy Lindley, Global Design Director, Diageo “This design is now being used in multiple markets around the world and has been the inspiration behind a new direction for Johnnie Walker design.” Jeremy Lindley, 
Global Design Director, Diageo Sales increased by 63% year on year with a net sales value of over £8 million. LEARN MORE JOHN WALKER & SONS KING GEORGE V CHALLENGE To elevate the brand, raise the premium and rebrand Johnnie Walker Blue Label as King George V. SOLUTION King George V awarded the first Royal Warrant to John Walker & Sons in 1937. New luxurious packaging combines heritage underpinned by contemporary sophistication and craftsmanship. The design references John Walker’s service in the Royal Navy. A gunmetal cloth finish box, braided ribbon and rich colours reflect naval tradition and underscore authenticity. Typography reflects the period with a precious manuscript to discover and treasure. The opening ritual is generous and tactile, everything has its place and purpose. Long live the king… LEARN MORE JOHNNIE WALKER COLLECTION CHALLENGE Global Travel Retail is a battleground, but provides significant incremental sales when the offer is right. The consumer mindset and increasingly luxurious surroundings enable brands to showcase premium products in impeccable packaging. The challenge was to elevate perception of Johnnie Walker Collection, which contains four 20cl bottles, each of a different signature blend, Black, Gold, Platinum and super premium Blue. To make visual reference to the four blends within without revealing the bottles, was a key driver in the design solution. SOLUTION We created a compact and sturdy box, perfect for display whether shut or open. Four sleek slender foils in the famous colours nod to the bottle profile, gleaming with promise. Pace and ritual are introduced in the opening. Tasting notes evocatively describe each blend. To have and to hold… WINNER DESIGN EFFECTIVENESS GOLD BEST TRAVEL RETAIL “The new design with its attention to every detail, beautiful materials and finishes has transformed Johnnie Walker Collection into a highly desirable gift pack with great 
displayability. The commercial results speak to the success of the redesign.” Clare Negus, Design Leader, Diageo “I would advise using Lewis Moberly, they have done the best work on Johnnie Walker recently and have extensive expertise in a lot of product categories.” JEREMY LINDLEY, GLOBAL DESIGN DIRECTOR, DIAGEO “This is just to say thank you for an amazing job. The design looks awesome, a real game changer." JEREMY LINDLEY, GLOBAL DESIGN DIRECTOR, DIAGEO MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

Uncover our brand design for Lefranc Bourgeois, celebrating artistry and history in a vibrant identity that resonates with creatives. BRAND REDESIGN, PORTFOLIO DESIGN A new identity for Lefranc Bourgeois, the premier brand for fine artists, balancing history and contemporary relevance. LEARN MORE LEFRANC BOURGEOIS CHALLENGE Lefranc & Bourgeois, founded in Paris 1720, is the leading French brand of quality paints and tools for fine artists. Over time, and with the acquisition of other brands, Lefranc & Bourgeois had lost visual cohesion, across two confusing tiers. The challenge was to rekindle residual affection for this once-loved, iconic brand by creating a new identity and packaging design. SOLUTION The new Lefranc Bourgeois logotype confidently sets out the founders’ names, now edited to remove the ampersand (typically dropped when spoken). Pride in provenance is underscored by the addition of ‘PARIS’. Each tier now has its own ‘neutral’ palette to showcase the world of colour, and a simple information system. “We’re delighted with how designs are rolling out across the oil range and are looking forward to our imminent launch in June. We received superb feedback from our customers following our largest trade fair in Frankfurt.”Marianna Spiliotopoulos, Global Brand Director “This is a great solution and cost-effective — exactly what we are after.”Lawrence Hutchinson, Consultant “We’re delighted with how designs are rolling out across the oil range and are looking forward to our imminent launch in June. We received superb feedback from our customers following our largest trade fair in Frankfurt.” MARIANNA SPILIOTOPOULOS, GLOBAL BRAND DIRECTOR, LEFRANC BOURGEOIS To help celebrate 300 years of Lefranc Bourgeois, we delved into their archive. Reframing and layering vintage assets with vibrant colour across four gift box designs, the specific quality of each medium was showcased. Opaque gouache, translucent oil, vibrant acrylic and intense ink. Creativity starts from a young age, to encourage it a brand must both charm and inspire. Enter Le Petit Artiste, bringing bags of personality to this range of children’s creative products. MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

Explore Lewis Moberly’s award-winning work and insights from Cannes Lions 2025. Discover how strategic brand design and creative excellence drive results on the global stage. Cannes Lions 2025 Bold beats Bureaucratic in an Era of Change Jovan Buac, Managing Partner Each June, the creative industry descends on La Croisette for its annual sun-drenched summit. And while Cannes Lions still delivers the familiar fanfare - celebrity cameos, mega-budget activations and more than a few big-name panels - something deeper stirred this year. Change was in the air. And not the performative kind. Real, structural, mindset-shifting change. Even regulars were saying it: Cannes feels different. And it’s going to be different next year, and the year after… That question came in a post-panel Q&A session too, where an audience member put it simply: Why are we still banging on about TV ads? Brands today live in formats that didn’t exist five minutes ago, let alone five years ago. The brand world is plural, dynamic, and increasingly platform-native. Some of the best talks I heard were from the likes of Tik Tok and the CMO of Snap, Grace Kao. But amid all this disruption, one voice cut through with rare clarity… Whose Festival Is It Anyway? There’s no denying the big tech players dominated the beaches; Meta, TikTok, Microsoft, Google, Adobe - all setting out their stalls, not just showcasing what they do today, but teasing who they believe will help own creativity in the future. And that future, it seems, is no longer purely in the hands of agencies. How agencies, brands and tech collaborate is now more important than ever. Will Cannes still be about ad agencies in five years’ time? Or will it become a content creator’s festival - where content, community and cultural relevance matter more than media spend? That was the view of a fair few people I spoke to. That question came in a post-panel Q&A session too, where an audience member put it simply: Why are we still banging on about TV ads? Brands today live in formats that didn’t exist five minutes ago, let alone five years ago. The brand world is plural, dynamic, and increasingly platform-native. Some of the best talks I heard were from the likes of Tik Tok and the CMO of Snap, Grace Kao. But amid all this disruption, one voice cut through with rare clarity… Top: 20 minutes. 10 ideas for the type of creative company the world might actually want to exist right now. Precipice: Nils Leonard. Above: A sneak peak at this year’s entrants. Bold Beats Bureaucratic Sir John Hegarty delivered the kind of insight that reminds you why you got into this industry in the first place. He tackled a hot client and agency topic; big versus small. His message was elegant, sharp and urgent: “Why giants can't dance. It's not the big that beat the small. Or the small that beat the big. It's the bold that beat the bureaucratic.” It’s hard to argue. In an age of AI, automation and hyper-efficiency, it’s not size or process that wins; it’s culture. Bravery. Belief. Hegarty had the ability to really make us stop and think. Companies don’t fail because they’re small. Or because they’re too big. They fail because they stop moving. They replace bravery with bureaucracy. Vision with process. Creativity with compliance. And yes, by nature, it’s often the bigger networks that fall victim to this. Because, he said, at the moment; the giants can't dance. Creativity is not a luxury. It’s the only competitive advantage that scales, if you let it. I’ve always believed this. And as agencies, this is where leadership comes in. It’s not about managing output. It’s about rediscovering your founding philosophy. Building a culture that rewards originality. Making space for messiness, experimentation, risk. Because today, creativity is no longer just part of the game. In the world of AI, it is the game. This was backed up by the likes of Mark Ritson , who put it simply. Emotion wins. Dull is dreary. And he’s got the numbers to prove it! Storytelling - The Work That Won That theme, of creativity with genuine consequence, ran through many of this year’s Grand Prix winners. These weren’t just ads. They were acts. Ideas that changed policy, shifted systems or created new forms of cultural expression. Dove’s “Real Beauty Redefined for the AI Era” challenged algorithmic aesthetics with a personalised Pinterest experience, tackling the next battleground in body image. FCB Chicago’s “Caption with Intention” reinvented closed captioning, turning functional subtitles into emotional, design-driven storytelling. This wasn’t just craft, it was system change. AXA’s “Three Words” simply added “and domestic violence” to its insurance policies, radically improving safety and support for victims. Quiet, bold and brilliant. Vaseline’s “Vaseline Verified” showed how a century-old brand could take back narrative control in the age of TikTok by applying science to social media myths. And the LVMH campaign, “The Partnership That Changed Everything”, redefined luxury sponsorship at the Paris 2024 Olympics, not as logo placement, but as co-creation. Dior dressed performers in haute couture. Berluti tailored athletes’ suits. Chaumet designed medals with Eiffel Tower fragments. Louis Vuitton delivered them in a signature trunk. It was French artistry, used not just to brand the Games, but to elevate them. The work was smart. Brave. Systemic. Purposeful. It didn’t shout; it resonated. And it made one thing clear: Creativity at its best doesn’t just tell a story. It rewrites the rules. My Cannes Client Crush At these events, you always meet a client or a brand who stands out. At Cannes, my client crush was CMO of e.l.f. Beauty, Kory Marchisotto. Not only do I love the brand and everything they’ve been up to, I love Kory’s personal ethos and leadership style. I was lucky enough to see Kory live on the Uncensored CMO panel last week. She leads with bold vision, empathy and a deep commitment to community. Under her leadership, the brand has become a digital-first powerhouse, engaging directly with consumers and consistently going viral online. Kory believes in listening closely to customer signals, investing heavily in brand storytelling and moving fast to stay ahead. And from a $200million to a $1billion brand. Not too shabby! So, Where Do We Go From Here? One thing Cannes made obvious this year: the size of your agency doesn’t matter. The scale of your budget doesn’t matter. What matters is what you believe in. Clients today aren’t looking for hierarchy. They’re looking for ideas. They want partners who think boldly, move quickly and act with creative conviction. At Lewis Moberly , that’s what we’ve always believed in. Small teams. Big energy. Work that doesn't just look good, but does something meaningful. Our ethos is a simple one. Collaborate closely. Think bravely. Make work that shifts the dial. Sometimes it’s quiet. Sometimes it’s loud. But as Cannes taught us, we don’t just need more ideas – we need ideas that move brands forward. And Bold beats Bureaucratic every single time. Clockwise from the top: Google Beach, Cannes 2025, Snap CMO Grace Kao. Image from Snapchat for Business Youtube Channel, Sir John Hegarty at Cannes 2025. Image from Sir John Hegarty LinkedIn, Dove Real Beauty AI Campaign. Image courtesy of Unilever, e.l.f. Beauty CMO Kory Marchisotto. Image courtesy e.l.f. Beauty. Subscribe to The Friday Edit Submit Thanks, we received your submission.

Uncover our work with Benriach, bringing the soul of Scottish whisky to life. Through rich storytelling and innovative design, we highlight the unique flavor profiles and history of this renowned distillery. BRAND REDESIGN, STRUCTURE, PORTFOLIO DESIGN Benriach, born of experimentation and endeavour, with the most eclectic collection of casks in Speyside, multifaceted and ever changing. “Lewis Moberly are long-standing, trusted partners in global brand identity development. They strategically dig deep for the DNA, identifying and articulating a distinctive, compelling brand narrative from which to build iconic equity. They say that ‘God is in the Detail’ and thoughtfully provide that all-important ‘finishing touch’ craftsmanship”. FIONA WEST SVP MARKETING DIRECTOR, BROWN-FORMAN, USA MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title