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Discover Sober Sophistication by Lewis Moberly — how elegant brand design elevates the no- and low-alcohol category with clarity, craft and creativity. 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.

Explore our refined brand design for Dunhill, merging tradition with modernity to reflect the essence of British luxury. NAMING, IDENTITY, PACKAGING To breathe new life into the Dunhill brand and create a name for a new male fragrance, with a contemporary profile. “The name and design idea rested in the famous ‘long-tailed’ Dunhill logo with its tall ascenders. Alluding to the fashion codes of initials for diffusion ranges, we named the new fragrance ‘d’ and graphically adopted the letterform from the Dunhill logo.” MARY LEWIS, CREATIVE DIRECTOR MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

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. 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. 1 What does it take to be a successful creative leader?: Mick Mahoney 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.

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? 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. download report

Uncover our work with Floreat, creating a natural yet refined brand identity that celebrates botanical wines with a modern twist. POSITIONING, NAMING, DESIGN How to celebrate without the hangover. Disrupting the established Champagne market with a simple gilded leaf label, Floreat promises to feed the spirit and stir the senses. The Flower Miners — the Herbalist, the Chemist and the Sommelier, expertly blend natural power to help us unwind and flourish. “Lewis Moberly have shown their brilliance in creating Floreat, bringing to life an iconic design for a new category of sparkling botanic wine. A challenging and difficult brief which they have delivered with a great deal of verve. I have thoroughly enjoyed every minute of working with Mary and the entire Lewis Moberly team.” ANNE-MARIE HURST, OWNER, THE FLOWER MINERS MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

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

Uncover our refined brand work for Sofitel, reflecting French elegance in a hospitality experience that resonates with global travelers. CORPORATE IDENTITY, BRAND EXPERIENCE Each Sofitel hotel is an exquisite blend of French art de vivre and local influences. A new icon represents the coming together of these two influences. Where the rings cross there is interaction, a fusion of experience and expertise. The icon reflects the ‘O’ of the unique, hand drawn logo. “French style luxury is often best described by foreigners and Lewis Moberly has interpreted our needs perfectly.“ ERIC LEPLEUX, CHIEF MARKETING OFFICER, SOFITEL MORE WORK GATWICK AIRPORT SOURGLASS MORE WORK TEST TITLE Video Title

Discover our creative brand design for Winsor & Newton, celebrating the art of painting with a timeless identity for artists worldwide. PACKAGING, STRUCTURE DESIGN The Pursuit of Perfection. Sleek and economic structures are both practical for desk top and beautiful to the eye. There is no waste, glue, excess material or process. The pen is hero with the packing supporting. MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

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 SEASONAL EVENTS BRAND DEVELOPMENT TEAM, WAITROSE MORE WORK GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title

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. 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. download report