Liberation is a personal brand, about the people and the products (which are amazingly tasty), which is why the nut characters, logo and type are all drawn by hand. The bright funky colours of the packs help differentiate the different products in the range. The branding needed to have a life beyond just the packaging, so the characters appear in different positions on the packaging, holding banners or the barcodes on the back of pack and pop up on everything, from business cards to trade stands, website to t-shirts and social media..
It's fun, but with a serious message: Liberation is owned by the farmers that produce the nuts. They share the benefits of the products, which are fair trade.
It’s been great working with everyone at Liberation Foods.
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”.
via Packaging of the World – Creative Package Design Gallery http://ift.tt/1wU5WZz