It’s halfway though Fairtrade Fortnight so we thought we would share a liberating story with you.
We have had a long relationship with Liberation Foods. They are the UK’s only fair trade, farmer owned nut company. In fact we were there right at the brands birth when we worked for a different agency. The people running it are passionate and believe in what they do. They are inspiring to work with and it was working with Liberation on their original branding that was in part, inspiration for us starting up on our own.
We believe you do better work when you believe in what you do. The only way to take control of who we worked for was to start up on our own. So Designed By Good People was born in 2010 to work for clients who believed what we believed: that the world should be more ethical, less wasteful, more sustainable.
Liberation is a personal brand, about the people and the products (which are amazingly tasty by the way*). The branding has hand drawn characters and type, bright funky colours to help differentiate the different products in the range. The characters appear in different positions on the packaging, holding banners or the barcodes on the back of pack.
The rebrand included a new logotype, handrawn to match the feel of the rest of the brand, trade posters and banners, website, packaging for the nuts and peanut butter, social media icons and content, promotions, t-shirts, business cards and stationery. Each set of characters also became the stars of the business cards. The Liberation staff got to choose their favourite set of colours and characters.
It’s been great working with Kate, Amanda, Adeana, Dan and all at Liberation. It’s even better that the feeling is mutual: “The good people of Designed By Good People have been with Liberation since the very beginning, from the birth of that first placard waving peanut. And now they have brought into the world our wonderful new website. Lee and Ariana are very much part of the liberation family and we hugely appreciate their creativity, cleverness, care and ‘can do’ attitude”. Kate Gaskell Managing Director, Liberation Foods CIC
* Don’t take our word for it, buy Liberation Nuts here! Fair trade brand Liberation Nuts branding & packaging, Designed By Good People, London
Also published on ‘Packaging of the World’s’ website.