LBTY: Liberty Beauty

Brand Identity, Packaging, Industrial/Product Design, Naming

A range of fragrances launching the LBTY beauty brand.

Having launched some of the most cult fragrance brands into the UK market, thought leader in art and design Liberty has launched a signature fragrance collection, the first release from its new LBTY Beauty range. 

The five gender-neutral fragrances are inspired by prints from the Liberty archive, and each has been created by a hand-picked selection of the world’s most renowned perfumers, jointly responsible for scents such as Le Labo Santal 33, Tom Ford Black Orchid and White Patchouli, and YSL Black Opium.

Having rebranded Liberty in 2020 and collaborated on numerous projects since, Pentagram was commissioned by Liberty to create a visual identity for its new beauty brand, as well as design the packaging and elements of the bottle design for the new range of fragrances. 

Liberty Beauty’s typographic LBTY logotype features letterforms taken from the main Liberty logotype, which was created from the lettering in the original sign above the Great Marlborough Street storefront.

Pentagram’s Harry Pearce explains: “Since we re-designed the identity for Liberty we have continued to expand the visual language of the business. Firstly in the form of typographic patterns for fabrics and now into a pure beauty brand. On each occasion, archival discoveries are the springboard for the designs.

Looking back into the visual history of Liberty we found interesting typographic shorthands for the name. ‘LBTY’ is therefore a continuation of that graphic behaviour in a new and unique manner.”

Reflecting Liberty’s ethos of blending heritage and modernity, the fragrances are contained in an elegant clear glass bottle with an understated black and white label on the front. The pared-back label designs set in Akzindenz Grotesk Extended are a nod to indexes of trademarked fabric names found in the Liberty archive. The oversized lid showcases each Liberty print and features a gold debossed LBTY logo. 

One challenge with the perfume bottle design was the requirement to develop a recognisable branded design without custom tooling for the glass bottle. The design team opted for a custom oversized cap that covers most of the bottle including the label, maximising the area available for the Liberty print. The lid can also be turned upside down and used as a stand for the bottle. This approach provides a unique identity for this line of high-end fragrances and hints at an overall design language for future LBTY product categories.  

In contrast to the vibrant prints, the pared-back boxes are made from colour-saturated uncoated paper and feature a foiled LBTY logotype, suggesting the understated luxury that Liberty does so well. The boxes were designed to present the bottle in its upright position when opened and use cardboard and paper as the primary construction material while minimising the overall box size.

Each fragrance has a distinct visual identity designed to reveal its unique personality. ‘Tudor’ (designed by Pierre Negrin) is inspired by the vast, richly-textured Merchant print tapestry hanging off the beams of Liberty’s flagship store and has a putty-coloured box. ‘Zephirine’ (designed by Frank Voelkl) is inspired by Liberty’s Eden’s Awakening print and has a claret box. ‘Wild Rosinda’ (designed by Hamid Merati-Kashani & Honorine Blanc), is inspired by Liberty’s Decadent Blooms print and has an ebony-coloured box. Liberty Maze (designed by Gabriela Chelariu) is inspired by Liberty’s heritage Orchard print and has a burnt orange box. ‘Adelphi Sun’ (designed by Hamid Merati-Kashani) is inspired by Liberty’s Adelphi Voyage print and has a racing green box.

The five fragrances are available to purchase online and at Liberty’s flagship store, and the LBTY Beauty range will be expanded to feature its own skincare and makeup lines.

Harry Pearce
Jon Marshall
Project team
Johannes Grimmond
Romilly Winter
Tiffany Fenner
Daren Howells
Amanda Aspeborg
Yemima Lorberbaum
Chifen Cheng
Harc Lee
Tom Gent
Shing Lo
Anthony Lawrence
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