Why Creativity Needs Community. Our takeouts from this year's D&AD Festival Heartbeat & Human Touch Why Creativity Needs Community. Our takeouts from this year’s D&AD Festival. Nicola Eager, Marketing Director The first resounding takeout, an oldie but a goodie; Craft - but not as we know it. Nostalgic throwbacks, expected expressions and musing stories of ‘the good old days’. Out. A new era emerging. A modern necessity in a world endlessly encouraged to take shortcuts - Craft is the mindset. Time taken to shape, refine, reflect and refine again. Elevating ideas with newfound obsession and passion. Craft isn’t just details; it’s the difference between a fleeting impression and timeless value. Aspirations were another standout theme. Not just personal goals, but those bigger, brighter ambitions - doing work for the world; that brings joy; that makes the world a bit better. The kind of creativity that doesn’t just chase the brief but chases a bigger purpose by thinking bigger.¹ Which leads me to the most impactful theme of the festival. Community. Because creativity doesn’t happen in a vacuum (or solely with the hottest tools). True creativity thrives in connection, in collective energy and in shared sparks. Take Germany Lancaster, who forged her own path to art direction without ever going to art school. Standing on stage, telling her story, she exemplified the kind of untraditional brilliance that emerges when we broaden our idea of what creative journeys can look like. Creativity isn’t taught; it’s lived, and we’ve all taken different paths to get here. Considering that we all averagely take 30,000 breaths a day, how many of those are filled with wonder, surprise, or delight? If something truly moves us - steals our breath for a second - is it a sign that we’re onto something meaningful? Everyday thousands of brands fight for a fraction of our attention. Each tap, swipe, or scroll is a potential moment of connection, inspiration, or emotion.² We’re not just filling feeds; we’re filling moments of someone’s life. Hopefully with a simple and true idea from our bold, creative and meaningful community. 1 All ideas are bad ideas (Until designed): James Taylor 2 Precipice: Nils Leonard 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. Julie Crebo, Design Director The D&AD Festival is arguably one of the most prestigious events in the creative calendar. It celebrates the best and brightest ideas, pitting them against each other in a bid to claim that coveted pencil. It’s one of those occasions that leaves you both inspired and, admittedly, a little yellow with envy. Like any great event, it’s also a chance to be among peers - to celebrate our talented community and the vocation that is design, all in the spirit of healthy competition. Competition is important. It pushes each of us to raise our game while simultaneously encouraging one another to improve. But what does it truly take to be considered the 'best'? If you’ve had the privilege of being mentored by an inspirational leader or worked alongside a team of superstars, you tend to learn by osmosis. Yet for those without that privilege, the methods for success often remain a mystery - keeping those at the top, on top. That’s why Mick Mahoney’s selfless approach and his so-called ‘secret sauce’ in How to Be a Creative Leader feels so refreshing. He dares to demystify what it really takes to reach the top of the game. He questions why there’s no “handbook” for creative leadership, pointing out how the default approach tends to be “pick it up as you go” - or worse, “fake it till you make it.” In response, Mahoney challenges this mindset with a new book that argues there are metrics in our industry - tools that can guide collective spirit and foster a more positive, inclusive culture of creativity.¹ At its core, our job - when done successfully - is to communicate and influence behaviour, ideally for the better. Design has the power to uplift, connect, and create meaningful impact. This isn’t to make design sound self-important, but if, as Dieter Rams said, 'great design is invisible,' how can we use that invisible superpower to better our own design culture? It’s a question more relevant than ever in the age of AI, where rising productivity and an intellectual arms race threaten to widen the competitive gap even further. 1 What does it take to be a successful creative leader?: Mick Mahoney So, the next time you have the great fortune to attend an event, don’t just view it as ‘an opportunity to network.’ Instead, see it as a moment for community. That small shift in mindset can transform a self-serving instinct into something that celebrates all of us - embracing competition not for ego, but for the greater good of design. Top: Mick Mahoney asking us to question what it takes to be a creative leader. Above: The world at a designer's feet. Subscribe to The Friday Edit Submit Thanks, we received your submission.

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. download report The category has exploded beyond the confines of a drink for social occasions, and now goes as far as health, beauty, sports and the metaverse. Emerging from the craft boom, beer is brimming with new brews that meet the needs of a diverse audience. From lifestyle collaboration and cross-category hybrids, to reinterpreting heritage and driving sustainability, beer is no longer a crafted mix of four ingredients. It is a mirror to the shifting value-sets and behaviour of consumers, and a tangible indicator of the hyper-fragmented future of the wider drinks category.

Sober Sophistication Wellness Meets the No/Low Revolution Originally a month-long challenge to counter holiday indulgence, Dry January has evolved into a global lifestyle trend, growing in popularity each year. Spurred by the pandemic, which heightened awareness of health and wellbeing while driving alcohol consumption to record levels, many are. While Gen-Z initially spearheaded the movement, distancing themselves from alcoholic products and occasions, global statistics are showing that millennials and those of higher income are catching on, driving a new surge of flexi-drinkers and wellness seekers into premium. “41% of drinkers in the US choose no/low alcohol options due to health and wellness reasons” Seeing the growing success of the category many major players in alcohol are jumping in on the trend, offering no/lo alternatives of their core product — but with a growing focus on No/low’s health benefit, emergent brands are the ones truly changing the game, being aesthetically inspired by natural wellness with innovations that offer indulgent and inclusive occasions of traditional drinking experiences, without the repercussions of a next day hang. LVMH is one of the premium brands pushing forward in this trend, buying a minority stake in French Bloom, a luxury No/Lo sparkling wine founded by two friends who were driven by a quest for wellbeing, and wanting more choices in sobriety, so worked to make it a reality. Within this space inclusion, experience and choice are key to succeed, opening space for brands like House of Clarity a premium No/lo retailer to succeed, through providing the luxury of choice to consumers looking for uncompromising experiences. Lastly The Ivy is another brand moving with this trend, offering a No/Lo wine list to their diners and building inclusion to their dining experience. Subscribe to The Friday Edit Submit Thanks, we received your submission.

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? download report AI has been the focus of cultural, economic and political discourse. Much like technology, it has been binary in nature. Declarations of a new age of tech-driven enlightenment are mirrored by fears of humanity sliding into dystopian obsolescence. Accessible platforms have democratised the power of generative AI, influencing everything from music and marketing campaigns, to education and elections. The very nature of creativity is being fundamentally challenged. In this technological wild west, society, brands and institutions are feeling their way into an uncertain future. With our current climate of ‘poly-crisis’, the rise of AI feels like yet another threat to our way of life.

What we eat and drink defines us more than ever, driving a revolution of changing taste. download report 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.

Learn about our collaboration with Duchy Originals, where we honored British heritage through design for organic and sustainable products. BRAND IDENTITY, PACKAGING DESIGN, STRUCTURAL DESIGN A unique marque for special partnership the combined expertise and integrity of Duchy Originals and Waitrose. Lewis Moberly embodied both of their respective values in the packaging of an exemplary range. LEARN MORE DUCHY ORIGINALS CHALLENGE To build on the equity of the Duchy Originals identity created by Lewis Moberly for HRH The Prince of Wales and reflect a new collaborative partnership with Waitrose. To maintain existing customers and encourage re-appraisal of the brand both within Waitrose, and beyond. SOLUTION The packaging presents the products with clarity using transparent materials and windows where possible, or alternatively simple photography. Packaging materials and formats have been rationalised where appropriate to deliver environmentally efficient and cost effective solutions. Both brands share a belief in the value of British organic food produced sustainably and with care. LM united the collaboration with ‘Duchy Originals from Waitrose‘, incorporating the shield from the Duchy of Cornwall coat of arms, and the line endorsement ‘A partnership preserving our heritage’ to underscore the pioneering relationship to the consumer. ”The key achievement of this design was to maintain the equity of the Duchy Originals brand, whilst aligning Waitrose own architecture and covering a variety of products. The confidence and contemporary feel moves the Duchy brand forward, positioning it as a lead brand for quality, sustainable British food and drink. This has maintained existing customers and encouraged new to re-appraise the brand — both within Waitrose and beyond.”JAMES MORRISON, BRAND MANAGER TOP TIER WAITROSE “Thank you to all who are here today who have played such an important part in helping create a brand which, at the end of the day, really does take the biscuit.” HRH THE PRINCE OF WALES “Love the mince pies! Gosh you guys are sooo creative...” TRACEY ANDERSON, PRODUCT DEVELOPER FOR SESONAL EVENTS BRAND DEVELOPMENT TEAM, WAITROSE RICOLA DUNHILL D SOFITEL MONKEY SHOULDER MORE WORK MORE WORK

Discover our work with Breadwinners, a social enterprise supporting young people through artisan baking. See how we designed a brand that blends purpose with an artisanal aesthetic. IDENTITY DESIGN, BRAND CREATION Breadwinner is a charity set up to inspire young people and local business to unite in entrepreneurial spirit. A series of images define the identity. Each is a playful narrative of our daily bread, delivered to your door by the Breadwinners themselves. ARIKA CHAPLAIS, PROJECT DIRECTOR “The trailers look fantastic — everywhere we go people are stopping and looking! Please pass on all our thanks to Mary and the whole team.” RICOLA DUNHILL D SOFITEL MONKEY SHOULDER MORE WORK MORE WORK

Discover our work with Baileys, combining elegance and indulgence to reimagine the world’s favorite cream liqueur. Learn how we helped Baileys captivate new audiences with stylish, contemporary branding. PACKAGING, STRUCTURE, PORTFOLIO DESIGN The challenge — to create a brand world and global design for the world’s no.1 liqueur brand in its quest for renewed femininity. This much-loved product also needed to be distanced from its low energy, ‘after dinner,’ and seasonal role to an ‘anytime, anywhere’ up-tempo brand. The restaged Baileys logo has refined lettering, a more elegant arch and deeper colour. A new landscape has been painted in a layered vibrant palette. Quality perception is raised dramatically. The bottle shape emerges taller, slimmer and more elegant and fits in the fridge. The ‘double B,’ a sleeping equity originally modelled in the glass, has become a gleaming dimensional brand icon, underscoring Baileys’ Celtic provenance and resonating as a luxury brand mark. Sold at a substantial premium, the limited-edition Stephen Webster bottle translates his glittering, jewelled armband onto the bottle, raising premium perception of the brand, stimulating PR and creating a social media buzz in Russia. Our sensual, playful Rococo illustrative style takes the Baileys brand to a new level for the launch of a premium Belgian chocolate variant. French descriptor, Chocolat Luxe, adds sophistication and evokes a luxurious experience. The ‘double B’ icon takes pride of place on the shoulder of the elegant black bottle linking Baileys Original Irish Cream to its new premium sister. RICOLA DUNHILL D SOFITEL MONKEY SHOULDER MORE WORK MORE WORK

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. FIONA WEST, SVP MARKETING DIRECTOR, BROWN-FORMAN “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”. RICOLA DUNHILL D SOFITEL MONKEY SHOULDER MORE WORK MORE WORK

Explore the Lewis Moberly portfolio, showcasing innovative brand design projects across diverse industries. From luxury spirits to iconic retail and sustainable ventures, our work reflects creativity, precision, and impactful storytelling. all work storytelling radical redesign campaigns evolving and elevating breaking the mould repositioning brand creation APPLETON ESTATE BAILEYS RICOLA SOURGLASS LITTLE FREDDIE THE GLENROTHES 42 LAMBAY IRISH WHISKEY TSINGTAO BENRIACH BILADI SKIN SAPIENS LEFRANC BOURGEOIS COCONUTEA WINSOR & NEWTON LAVAZZA WAITROSE COOKS THE GLENROTHES 25 TIDAL RUM FLOREAT ST PANCRAS INTERNATIONAL SELFRIDGES JOHNNIE WALKER ONE MAN AND HIS DONKEY EXPERIENCIA GOURMET DIVINO GATWICK AIRPORT MOËT & CHANDON BREADWINNER GLENMORANGIE BRITISH ROAD SIGNS LA GRANDE EPICERIE DE PARIS DUCHY ORIGINALS MONKEY SHOULDER SOFITEL DUNHILL D TEST TITLE Video Title

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. ALESSANDRO ABIS MARKETING R&G ITALIA “Once again, please bring this well-deserved praise to the creative team and to all involved in the project” RICOLA DUNHILL D SOFITEL MONKEY SHOULDER MORE WORK MORE WORK

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 Peurto De Liverpool LOURDES MÉNDEZ BUSINESS PROJECTS MANAGER: EL PUERTO DE LIVERPOOL, MEXICO “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, Villahemosa, Puebla and Veracruz.” RICOLA DUNHILL D SOFITEL MONKEY SHOULDER MORE WORK MORE WORK