Libby Brand Identity

Libby is easy to drink, fun to enjoy, and fits perfectly into our everyday lives. As such, their design challenges the norms of sparkling wine by creating something approachable, lighthearted, and playful with quality and premium cues. To communicate its playful, energetic branding, Libby hired a brand and packaging design agency, Stranger and Stranger and Progress Labs for the website execution.

Some details on Libby’s identity:

Product Design—Packaging was a top priority for Libby (outside of the taste of the wine of course). Instead of using corks with fussy cages and foil wrappers, Libby chose a simple crown cap to seal their wines, adding a level of approachability. Each variety has a unique cap color that is paired with a die-cut label shape that works to define shape language across various elements of the brand.

Gradient texture—Core to Libby’s visual identity is the use of unique gradient transitions that are evocative of an optimistic mood. This can be seen on each bottle label, as a scrolling accent during the shopping experience and throughout the brand.

Iconography—A set of 6 unique gold foil icons are used throughout to educate customers on the core brand propositions

Color Palette—The brand’s color palette features coral, white, and gold foil for an exciting touch. Each wine blend also has a unique color system that adds to the fun yet lighthearted palette.

Connected modern design—Libby also prioritized a seamless connection to its digital experience through four unique QR codes conveniently placed on the packaging, allowing customers access to more information about the brand and purchasing opportunities.