In its first project for the Liz Earle skin care brand—a 2021 Holiday Collection—UK-based creative agency Free The Birds takes consumers through scenes of a colorful autumn to winter forest floor, with scenes that decorate the front of the packaging. Each design showcases the botanical ingredients found in the product.
 
To ensure the skin care brand’s environmental stance was mirrored in its pack design, the agency team crafted packaging from recyclable and reusable materials including paper that is FSC and World Land Trust certified.
 
It also devised the communications strategy for the skin care collection, lifting elements from the on-pack designs—the botanical ingredients and firefly nuances to embellish the campaign imagery.
 
Free The Birds also created the collection’s tagline ‘Share the Love,’ designed to draw new customers while continuing relationships with its loyal following.
 
Tapping into Liz Earle Beauty Co.’s long-term association with natural elements, Free the Birds highlighted the products’ ingredients through vibrant botanical illustrations on the packaging— showcasing the natural composition of the skin care products. Diversifying the on-pack designs with elements such as eucalyptus and blueberries, inspired the team to create a mystical autumn to winter forest floor scenery on the front of the individual gift packs using a warmer color palette, synonymous with the festive season.
 
To further premiumize the design, the agency overlayed the forest scenery with a silver firefly heart symbol, to showcase the love of nature inherent to Liz Earle Beauty Co., while unifying the product range beyond on-pack designs.
 
Nick Vaus, partner and creative director at Free The Birds, said: “Being conscious of sustainability, all the gift packaging has been composed of cardboard and metal so it can be reused or recycled, and there is no single use plastics in the Liz Earle range. We also designed a planter paper bag as a keepsake for consumers to remember this act of kindness towards the planet.”
 
Free The Birds also constructed the visuals for the campaign’s communications by lifting elements of the forest floor and firefly artefacts to decorate the promotional tools.
 
Roisin Timoney, global product manager for gifting at Liz Earle Beauty Co. commented: “When looking for partners to collaborate with, it is really important to us that they are able to communicate our brand essence in a way that is easily accessible to our end consumer, and with our Christmas 2021 Collection, the team at Free The Birds did just that. By developing visual cues that could live beyond the packaging, the work that was produced has created a really cohesive range from our hero gifts to our smaller self-treat products.”