Liberty goes for packaging shift

PACKAGING for department store Liberty is undergoing a “rationalisation” by advertising and design group Bean Andrews Norways Cramphorn, says a Liberty spokeswoman.

BANC secured the job following its work on Liberty’s print ad campaign. The group is looking at Liberty’s packaging across the board and the first packs are due out at the end of this month.

The rationalisation comes as Liberty is looking to boost its international positioning. Liberty currently has four duty-free outlets at Heathrow and is looking at the international market, says the spokeswoman.

The move is in line with the 40m expansion plan for its flagship store in London’s Regent Street, announced last month.

According to BANC director Jim Andrews, the international range will comprise existing products and new lines. Some will be sourced outside the UK and packed locally. Pack construction is therefore a key element.

“We don’t want to ship a lot of air,” he says. As for the visual imagery, “we’re trying to drive it through what we’re doing in the ads”, he adds.

The packaging job is the first phase of the repositioning. According to Andrews, the second phase will involve “looking at the brand in totality”. However, the Liberty spokeswoman claims there will be no change to the brand colour or identity.

On this, BANC is expected to work alongside Stewart McColl, who is reviewing the London store’s interiors as part of the expansion programme.

The programme involves increasing the store area by some 50 per cent.