Case Study: Liberty launches LBTY Beauty fragrances with Pentagram

Liberty launches 5 fragrances with Pentagram

Liberty, a renowned London department store, wanted to launch its own signature line of high-end fragrances under its new LBTY Beauty brand. The challenge was to create a unique and luxurious visual identity and packaging design that reflected the brand's heritage while establishing a design language for future product categories. They commissioned the design firm Pentagram for this project.

Pentagram developed a comprehensive solution that included the brand identity, packaging, and bottle design. The design team created a distinctive typographic logotype inspired by Liberty's archives and an innovative oversized bottle cap that also functions as a stand. This cap maximized the space for showcasing Liberty's iconic prints, providing a unique identity for the fragrances. The elegant, understated packaging successfully launched the five gender-neutral fragrances, establishing a strong foundation for Liberty's expansion into skincare and makeup.

Liberty