Bean Andrews Norways Cramphorn has unveiled a major branding
campaign for the prestigious London store, Liberty.
The work aims to shift the traditional public perception of Liberty as a
store that sells just ties and scarves and instead position it as an
exclusive store with something for everyone.
Using press to launch the campaign, the work aims to highlight Liberty’s
inherent quirkiness with the line: ’Purveyors of the idiosyncratic since
The first execution features two men wearing suits by the designer, Joe
Casely Hayford. They are standing in a very elaborate lime-green
’Cleopatra’ bath, holding an umbrella with an unusual sky pattern.
Behind the men lies a rich background of silk jacquard fabric, while a
French bathmat can be seen on the floor. The scene is framed by an
elaborate gold picture-frame with the word ’Liberty’ at the top.
Each element of the vignette is priced and listed at the bottom of the
ad and can be bought from a various departments within Liberty.
The work was developed by Graeme Norways and Jeremy Clarke.
The first ads break in the Evening Standard’s ES magazine and media
planning and buying is being handled by PHD Compass.
The Evening Standard is also being used for tactical and promotional
Robert Bean, the managing partner at BANC, said: ’This is the first time
the Liberty brand has been expressed properly for what it is. We have
delved into the wealth of idiosyncrasy, pulled out some nuggets, and