In 2016 the entire range of LdB was re-launched, in order to revitalize the brand with a more contemporary approach. LdB limited editions’ prime task is to create excitement around the brand with a fun, eye-catching design and hence add to the brand presence in store. The brief was to create a design for the concept of “Sweet Miami” with a modern and feminine Art deco inspired approach.
LdB products are sold at all major food retailers. The design needed to differentiate from the LdB core range and previous limited editions, yet clearly communicate the brand position of LdB (Chic, Cheerful, Functional Bodycare). It also needed to have a touch of Art deco, while maintaining a modern and youthful approach to appeal to the LdB target group. The fragrance is sweet, yet fresh with a hint of mint, which the design needed to communicate.
The illustration style was inspired by vintage posters, with a modern feeling. We wanted to convey the Miami vibe – an easy-going summer lifestyle with a bit of Art deco bling. The flamingo became the obvious symbol to communicate this in a direct and emotional manner. The typography was inspired by the signage on buildings in Miami. Gold-foiled details added that extra bit of pizzazz. A soft, feminine colour palette was chosen for the fragrance. Emerald green and pink became the main colours – inspired by the clear green waters, the colourful buildings – and of course, the flamingos.