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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

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

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 WAITROSE COOKS' APPLETON ESTATE MORE WORK TEST TITLE Video Title

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

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

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 THE GLENROTHES LAMBAY IRISH WHISKEY TSINGTAO BENRIACH BILADI SKIN SAPIENS LEFRANC BOURGEOIS COCONUTEA WINSOR & NEWTON LAVAZZA WAITROSE COOKS' TIDAL RUM FLOREAT ST PANCRAS INTERNATIONAL SELFRIDGES JOHNNIE WALKER ONE MAN AND HIS DONKEY EXPERIENCIA GOURMET DIVINO GATWICK AIRPORT MOËT & CHANDON GLENMORANGIE LA GRANDE EPICERIE DE PARIS DUCHY ORIGINALS MONKEY SHOULDER SOFITEL DUNHILL D OBAN / CLASSIC MALTS HONEY I'M HOME LEA & SANDEMAN NATIONAL MARITIME MUSEUM LYQD GLENFIDDICH TEST TITLE Video Title

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 WAITROSE COOKS' LAMBAY IRISH WHISKEY 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 LAVAZZA WINSOR & NEWTON MORE WORK TEST TITLE Video Title

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