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 Lewis Moberly, a leading brand design agency known for award-winning work in identity, packaging, and digital experiences. We craft memorable brands that drive growth and create impact worldwide. Lewis Moberly wins the eye with visual dexterity, the heart with engaging stories, and the mind with inspirational ideas. Whether creating new identities or restaging loved ones we balance emotion and reason, insight and intuition, with a winning spirit. BAILEYS GLOBAL REDESIGN RICOLA GLOBAL REDESIGN THE GLENROTHES PORTFOLIO DESIGN WAITROSE COOKS' BRAND CREATION ST PANCRAS INTERNATIONAL CORPORATE IDENTITY LA GRANDE EPICERIE DE PARIS CORPORATE IDENTITY TEST TITLE Video Title VIEW ALL 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. BRAND REDESIGN, STRUCTURE, PORTFOLIO EXPRESSIONS The challenge –– to create a brand world and global design for the world’s no.1 liqueur brand in its quest for femininity and desire. This much-loved product had to be distanced from its low energy ‘after dinner’ seasonal role to an ‘any time, 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. “Congratulations Mary to you in particular. It was your drive and confidence that got us to such a great place! Thoroughly deserved and a testament to great design.” Garbhan O’Bric Global Brand Director, Baileys, Diageo 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. 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

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

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 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

Explore our design for Skin Sapiens, a skincare brand rooted in simplicity and transparency, crafted for conscious consumers. BRAND CREATION, PORTFOLIO DESIGN Simple is, simple does. A minimalist design featuring a pale, mineral inspired colour palette allows the packaging to be recycled and conveys the products’ pure ingredients. The ‘I’ sits asymmetrically acting as a built-in navigator. “Thank you so much again for your ideas and design work. I love our calls, they’re like peering into the future. Very exciting!” JAMES JARDELLA CEO & FOUNDER, SKIN SAPIENS 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 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

Experience our work for La Grande Epicerie de Paris, designing a brand that embodies French culinary elegance and artisanal quality. CORPORATE IDENTITY, BRAND CREATION The leading Parisian food hall is a confident claim. La Grande Epicerie de Paris is a particularly long name. We turned the problem into the solution. LEARN MORE LA GRANDE EPICERIE DE PARIS CHALLENGE La Grande Epicerie de Paris is a Parisian landmark, the specialist food hall of premier department store Le Bon Marché. A leading destination for quality and choice. Pride in provenance was key to this identity. We found the answer right there, in the name. SOLUTION A strategic and visual repositioning was required, to match perception to image. LM returned to the original store layout of the 1920’s to restage the in-store journey in collaboration with architects Géraldine Lorand. The dramatically simple logo underscores provenance and status. Clean, minimal graphics and palette ensure modernity and let product be hero in store. La Grande Epicerie de Paris identity reflects a Lewis Moberly guiding principle, ‘build on not bolt on’. “L’identité visuelle préfigure les intentions commerciales de l’enseigne. Nous voulions marquer la démarche résolument inventive et contemporaine de notre offre produit. La proposition de Lewis Moberly nous a immédiatement convaincus par sa simplicité, son authenticité et sa subtilité.” PHILIPPE DE BEAUVOIR, CEO, LE BON MARCHE “L’identité visuelle préfigure les intentions commerciales de l’enseigne. Nous voulions marquer la démarche résolument inventive et contemporaine de notre offre produit. La proposition de Lewis Moberly nous a immédiatement convaincus par sa simplicité, son authenticité et sa subtilité.” PHILIPPE DE BEAUVOIR, CEO, LE BON MARCHE 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 GLENFIDDICH LYQD NATIONAL MARITIME MUSEUM LEA & SANDEMAN MORE WORK TEST TITLE Video Title