BANC shows offbeat side of Liberty brand

Bean Andrews Norways Cramphorn has unveiled a major branding campaign for the prestigious London store, Liberty.

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

1875.’



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

opportunities.



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

exposed them.’



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