Libero

With such a strong brand equity and 60% market share across the Nordics you can ask yourself if it is worth fixing what is not broken? But the essence of leadership is to continue to evolve, regardless previous success. A new 5-year business plan saw growth opportunities in digital services and products and a pipeline of great innovations, but also an ever-growing competition from low-price challengers.

Both the existing and future brand portfolio lacked clear definition and the brand identity could better express Libero’s Nordic heritage and ambitious sustainability efforts. The joint feeling was that, despite the strong current position, there was still room for improvement: a clear direction for the future, on the store shelves and beyond.

The starting point was to find and describe the Libero fan base, the most loyal and engaged customers. A deeper understanding of their needs and behaviors ensured relevant commercial development and initiatives, and a clear direction for the design development.

Using Lynxeye Human Motivations™, we identified the segment in the market more likely to prefer Libero and chose products from their portfolio. We revealed Libero’s fan base’s true motivations for connecting with the brand, and the potential to build even stronger relations forward.

With Lynxeye Frustration and Demand Drivers, we identified the most prominent growth opportunities for Libero. For key opportunities, a game plan was made for how to pursue them with Libero’s portfolio. Product ranges were assigned new or refined roles in the portfolio to capture the potential.

The Libero portfolio strategy summarizes brand, business and identity perspectives to clearly communicate and develop the sub-brands both internally and externally.

To execute the new focus for Libero and the product portfolio, a brand architecture was developed to guide branding decisions across the products. The structure defines the relationship between Libero master brand and the different sub-brands.

The strategic design development was initiated through an extensive analysis of how the master brand identity could boost digital performance, differentiate multiple tiers and last but not least increase shelf impact.

Five strategic design principles guided the design process, resulting in a new lineup of design assets. Notably a new logotype and monogram well rooted in the visual heritage, a new bespoke display typeface named Libero Display.

The new color palette is deeply associated with the brand, but has been provided enough flexibility to aid navigation between tiers and products. The complete range of brand identity assets and guidance for how to put them into practice were assembled in accessible guidelines.

The new portfolio strategy is fully activated, with a clear role for each tier and product line and how their relationship to their other family members play out.

The master brand identity has been implemented across the full customer journey, including the complete packaging range to be found in stores from September 2024 and onwards. The identified growth opportunities are ready to be realized.

Deliverables

• Target group segmentation
• Growth opportunities
• Portfolio strategy, incl. positioning
• Brand architecture
• Visual audit
• Visual identity, incl. new logotype
• Guidelines