Liberty London’s first own-brand food range features products from small food producers from around the UK. Over 50 are displayed in their own dedicated area in-store – The Liberty London mini British Food Hall.

Design studio & SMITH wanted “to avoid the standard, formulaic approach often applied to own-brand range design. This wasn’t a range that could be too uniform or ‘samey’ on-shelf. It had to be fun, different and eclectic to make it right for Liberty.”

The packaging ‘heroes’ each supplier, bringing their stories and craft to the front of each pack. “Doing it this way automatically made sure the range stayed eclectic and much more ‘Liberty’,” the studio says. “To help realise the concept, we commissioned a different artist for each line. We asked them to take their supplier’s stories, products, flavours, and any interesting techniques as the subject matter for each of their pieces. As art directors overseeing the entire range, we were keen to make sure each illustration had a bit of ‘weird and wonderful’ about it, something running through the entire range to make it feel ‘on-brand’.”

View all the winning work from The Annual 2018 here.

Entrant/Design Studio: & SMITH. Illustrators: Billy Clark, Caroline Magnère, Dave Anderson, Guy Catling, Hani Abusamra, Jordan Andrew Carter, Louise Lockhart, Margaux Carpentier, Mr Gordo, Rob Bailey, Rob Lowe a.k.a Supermundane, Sarah Arnett, Sarah Wickings, Valero Doval.