Liberty’s LBTY Fragrance Range Adorned New Brand Identity That ‘Smells Good’

Liberty, the famous London department store, has entered the luxury beauty market with the launch of its LBTY Beauty range. This range comprises five captivating gender-neutral fragrances, each of which has been crafted by renowned perfumers known for their creations such as Le Labo Santal 33, Tom Ford Black Orchid, White Patchouli, Glossier You, and YSL Black Opium. Let’s take a closer look at the branding efforts behind the exquisite fragrances it has brought to life.

The Evolution of the LBTY Logotype

Pentagram partners Harry Pearce and Jon Marshall artfully blended heritage and innovation when designing the new beauty range. To set the stage for this remarkable journey into beauty, Pentagram’s Harry Pearce and his team dug into Liberty’s historical archive. Their research revealed that Liberty had, at times, been shortened to “LBTY” on various applications, such as hallmarks. Building on the visual language they established in 2020, the team created the LBTY Beauty logotype. This typographic design incorporates letterforms from the main Liberty logo, which itself originates from the lettering on the original sign above the Great Marlborough Street store.

Elegance in Detail: Fragrance Packaging

LBTY Beauty prides itself on its attention to detail, which sets it apart from other brands. Each fragrance is presented in a clear, elegant glass bottle with a minimalist black and white label. The labels feature Akzindenz Grotesk Extended, which is a nod to the indexes of trademarked fabric names found in the Liberty archive. However, the oversized lids are the real stars of the show as they showcase Liberty prints, each representing a specific fragrance. To add a touch of luxury, a gold debossed LBTY logo is included. The boxes are equally exquisite, constructed from color-saturated uncoated paper, and feature a foiled LBTY logotype.

A Fragrance for Every Occasion

LBTY Beauty’s fragrances draw inspiration from Liberty’s rich history and iconic prints. The collection has five unique scents, each with a distinct story and packaging that complements its essence. Tudor, Zephirine, Wild Rosinda, Liberty Maze, and Adelphi Sun are the names of the fragrances, crafted by Pierre Negrin, Frank Voelkl, Hamid Merati-Kashani, Honorine Blanc, and Gabriela Chelariu, respectively. Each scent is a perfect blend of traditional and modern fragrances, evoking a sense of freedom, joy, and tranquility.

Image Source pentagramcom
Image Source pentagramcom

Design Challenges and Solutions

Creating a consistent visual language across various substrates and maintaining a high-quality finish presented a challenge in this project. The team overcame this by developing a custom oversized cap for the perfume bottles, providing a unique identity and maximizing the area for the Liberty print. Additionally, the lid can be turned upside down and used as a stand for the bottle, hinting at a broader design language for future LBTY product categories. The boxes were designed to present the bottle upright when opened, using cardboard and paper as the primary construction materials while minimizing the overall box size.

Image Source pentagramcom
Image Source pentagramcom

The Big Picture

The collaboration between Pentagram and Liberty has given birth to an exquisite range of gender-neutral fragrances under the LBTY Beauty umbrella. With captivating scents and packaging inspired by Liberty’s heritage, these fragrances are more than just beauty products; they’re pieces of art and history. This collection is a testament to the enduring appeal of timeless design and the power of collaboration in the world of beauty and fragrance.

Image Source pentagramcom