Whe story of Liberty Orchards, is an American story. In 1920, in the Washington State, two Armenian immigrants began making sweets created with apples and nuts from their own orchard, according to the traditions of their own country: it was the birth of what would become one of the best-known and beloved confectionery companies in the United States.
Liberty Orchards
Today Liberty Orchards is a brand deeply rooted in the US, highly recognizable and with loyal customers.
While such a heritage is undoubtedly a great asset for a brand, it can make it less than nimble in the face of changing times. This is what happened to Liberty Orchard, which saw the design of its products remain unchanged for many years, eventually losing in visibility.
The challenge facing the agency was precisely to breathe new life into the brand without affecting its recognizability, through a restyling of all product lines.
Making the image fresher and more current meant lightening, reorganizing and rationalizing, giving the right weight to all elements, eliminating some to enhance others - the key ones. In short, more quality and less quantity.
With this in mind, a strong and delineated packaging system was created, with a central block where the brand takes on more relevance and the iconic landscape, for years the background of the visual, has become an integral part of the brand itself. All information is more streamlined, readable and clear; the visuals themselves are meticulously illustrated, in a hyper-realist style, to make the product appetizing and enticing.
While this new-but-conservative-enough layout can pick up the brand’s legacy, bright colours frame and lend a modern touch to the composition, making the pack lively and impactful on the shelf.
And it is precisely these bright colors, along with the treatment of the illustrations, that are the trait d'union between the classic lines and the bar line, a different category that required a separate design, but one that fully lives by the new "family look & feel" of Liberty Orchards.
