Liberty department store commissioned us to brand their major sales event of the year a good 6 months ahead of Christmas, which meant that we were being festive whilst wearing flip-flops. Inspired by a cushion fabric design and some of their key decorative objects, we created a campaign centred on a delicate hand-drawn illustration fusing a vintage chandelier with reindeer heads, and applied it across the store using a sophisticated metallic colour palette, luxurious card textures, and tactile print techniques. A concertina brochure and poster took Anders Gramer’s still life shots and formed them into a graphic decorative ‘tree’ with 4 colour images printed over a solid metallic background, and graphics were applied in-store on light boxes, with tags added to sales items to give a personalised touch.
Concept, art direction, illustration, design and print liaison. Photography by Anders Gramers.
Design - Aquascutum SS07