Agency: Free The Birds
Partner & Creative Director: Nick Vaus
Location: United Kingdom
Project Type: Produced
Client: Liz Earle Beauty Co.
Product Launch Location: United Kingdom
Packaging Contents: Skincare
Packaging Substrate / Materials: Paper, Cardboard, Metal
Creative agency Free The Birds unveils its first project with legacy skincare brand, Liz Earle Beauty Co., ahead of the festive season. Collaborating on its Christmas 2021 gifting collection, Free The Birds designed the packaging for the range, and developed a creative communications strategy with the proposition ‘Share the Love’- designed to entice new customers whilst retaining existing relationships with its loyal following.
Tapping into Liz Earle Beauty Co.’s long-term association with natural elements, the creative agency highlighted the products’ ingredients through vibrant botanical illustrations on the packaging- showcasing the natural composition of the skincare products. Diversifying the on-pack designs with elements such as eucalyptus and blueberries, inspired the creative team to create a mystical autumn to winter forest floor scenery on the front of the individual gift packs using a warmer colour palette, synonymous with the festive season.
To further premiumise the design, the creative agency overlayed the forest scenery with a silver firefly heart symbol, to showcase the love of nature inherent to Liz Earle Beauty Co., whilst unifying the product range beyond on-pack designs.
Considering Liz Earle Beauty Co.’s position as an ethically-sourcing skincare brand, Free The Birds ensured to mirror this within the choice of packaging materials, by using paper that is FSC and World Land Trust certified.
Nick Vaus, Partner and Creative Director at Free The Birds said: “Being conscious of sustainability, all the gift packaging has been composed of cardboard and metal so it can be reused or recycled, and there is no single use plastics in the Liz Earle range. We also designed a planter paper bag as a keepsake for consumers to remember this act of kindness towards the planet.”
Free The Birds also constructed the visuals for the campaign’s communications by lifting elements of the forest floor and firefly artefacts to decorate the promotional tools.
Roisin Timoney, Global Product Manager for Gifting at Liz Earle Beauty Co. commented: “When looking for partners to collaborate with it is really important to us that they are able to communicate our brand essence in a way that is easily accessible to our end consumer, and with our Christmas 2021 Collection the team at Free The Birds did just that. By developing visual cues that could live beyond the packaging, the work that was produced has created a really cohesive range from our hero gifts to our smaller self-treat products.”
Liz Earle Beauty Co.’s Christmas collection is now available in Liz Earle Beauty flagship stores, lizearle.com, and selected counters in Boots and John Lewis & Partners.