SLIDER_packs-2-1024x512-B It’s halfway though Fairtrade Fortnight so we thought we would share a liberating story with you. We have had a long relationship with Liberation Foods. They are the UK’s only fair trade, farmer owned nut company. In fact we were there right at the brands birth when we worked for a different agency. The people running it are passionate and believe in what they do. They are inspiring to work with and it was working with Liberation on their original branding that was in part, inspiration for us starting up on our own. We believe you do better work when you believe in what you do. The only way to take control of who we worked for was to start up on our own. So Designed By Good People was born in 2010 to work for clients who believed what we believed: that the world should be more ethical, less wasteful, more sustainable. BARCODE FELLA DSC_0172 LIB LIME BARCODE DBGP Liberation is a personal brand, about the people and the products (which are amazingly tasty by the way*). The branding has hand drawn characters and type, bright funky colours to help differentiate the different products in the range. The characters appear in different positions on the packaging, holding banners or the barcodes on the back of pack. LIB_SALTED & LIME ON SIDE LIBERATION PB Designed By Good people The rebrand included a new logotype, handrawn to match the feel of the rest of the brand, trade posters and banners, website, packaging for the nuts and peanut butter, social media icons and content, promotions, t-shirts, business cards and stationery. Each set of characters also became the stars of the business cards. The Liberation staff got to choose their favourite set of colours and characters. It’s been great working with Kate, Amanda, Adeana, Dan and all at Liberation. It’s even better that the feeling is mutual: “The good people of Designed By Good People have been with Liberation since the very beginning, from the birth of that first placard waving peanut. And now they have brought into the world our wonderful new website. Lee and Ariana are very much part of the liberation family and we hugely appreciate their creativity, cleverness, care and ‘can do’ attitude”. Kate Gaskell Managing Director, Liberation Foods CIC LIBERATION WEB LIB STATIONERY Liberation tshirt lady Liberation tshirt EXISTING RANGE-FV * Don’t take our word for it, buy Liberation Nuts here! Fair trade brand Liberation Nuts branding & packaging, Designed By Good People, London

Also published on ‘Packaging of the World’s’ website.

Tagged , , , ,



Image Designed By Good People

Three friends were walking past a river when they saw lots of children in the river floating towards a huge waterfall. One of the friends jumped in to try to save the children from going over the edge but there were far, far, too many of them.

The second friend started building a raft to save more children. He looked around for the third friend who was swimming up river. “Aren’t you going to help me build the raft?” he said.

“No” he replied, “I’m going to stop who or what is throwing the children in the water”.

Sometimes the wrong brief is set because the wrong problem is defined to be solved. Time spent at the beginning of the project, working with your creatives and forming a relationship will pay dividends.

A good designer should always swim upstream, otherwise once they get out of the water, the problem is still there.

Many thanks to Rishi Manchanda MD MPH for his enlightening talk on Ted.com


Related posts:


Tagged , , , , ,

50/50 Christmas



7 years ago (before we started Designed By Good People), Lee and I were getting married just a few days before Christmas in Suchitoto, El Salvador. During the wedding service it is traditional (in El Salvador) for the man to give the woman 25 coins (arras) and say something along the lines of ‘these arras represent that I’ll care for you and will make sure I provide our family with everything we’ll need’. Traditionally the woman would receive them and say she’ll look after them and make sure to administrate them carefully. The tradition has changed, during our wedding I also gave Lee the arras and said to him the same words he said to me. We were told a good marriage should be 50/50, equally sharing responsibilities, chores and laughter. Making sure we were equals in the relationship. We liked this. And this has been the inspiration for our next project.

In 2015 we’ll launch 50/50, we’ll design crafted products with a message and half of the profits will go to a good cause, the 1st  prototype is done and soon we’ll be ready to start production (more details to follow soon). At the time of the year where we’re reminded of the importance of sharing with others, we thought it’d be good to share this news with you.

We can only do this because of the support you’ve given us, so thank you.

Have a very merry Christmas and a happy New Year.

See you again next year.

Ariana & Lee,

Designed By Good People.

Tagged , , , , , ,


By British Cartoon Prints Collection [Public domain], via Wikimedia Commons

At a business lunch we were asked about trends in design. We said ‘ignore them and be yourself’.

You never get anywhere trying to be someone you aren’t. 

It’s best to wear clothes that suit you rather than clothes that suit other people. Better to stand out for being you rather than blending in by trying to look like everyone else. This is especially true if you are a business. We remember the 70’s and we’re not sure Roger V’s jumpsuit would be flattering to anyone,

Often, small businesses (including high street shops) emulate large brands in look and feel, while the large brands are trying to look and feel like smaller businesses. There are many shabby take aways that state on their signage ‘our cuisine is excellent’. But you don’t believe it because the image they portray doesn’t match what they say.

So either the business needs to look like the statement, or the statement needs to be more honest (what if they said ‘we may not look like much, but that’s because we put all our effort into our food’ instead?).

The point is that you should be yourself. Be honest, both in what you say and how you look. If something doesn’t feel like you, then don’t do it. A designers job is to take all the information they are given (the brief) and articulate it in words and pictures that are unique to you and communicate how your brand should look and feel. Without lying.

That’s what we do anyway, otherwise we couldn’t say you were Designed By Good People…



Tagged , , , , ,


TOMATO shutterstock_112333907

We have worked for a lot of agencies over the last 20+ years working in design and branding before we started Designed By Good People back in 2010. During that time we have worked with Waitrose, Sainsbury’s, M&S, Asda and many other supermarkets both in the UK and other countries including the USA. And Tesco.

Today we hear that Tesco has had declining sales (yet again) and profits are down. We aren’t surprised.

The experience of working with Tesco wasn’t particularly pleasant. Head office seems to run under a culture of fear. Management styles weren’t inspirational, they were autocratic. The atmosphere was one of penny-pinching, it felt unfriendly and very corporate. In the main entrance an LED display showed the share price like it was displaying results of an important news story. We met suppliers and no-one seemed to have anything positive to say about them. Very often we were asked to design for reactions to the competition rather than for an innovative idea that make the competition react to Tesco.

But it wasn’t always like that. Once, Tesco were the innovators. Good, better best, Tesco Finest (which we used to design the packaging for at previous agencies), out of town supermarkets, Tesco Metro, Tesco.com, Tesco Express petrol station convenience stores and the Clubcard were all exciting innovations . They weren’t the biggest supermarket but challenged Sainsbury’s and overtook them, making them look old fashioned. Their advertising was groundbreaking and they had a charismatic leader in Sir Terry Leahy. We met him when we were working on Tesco’s ill fated adventure into the US and he really is really sharp.

Go back even further and Tesco stood for something: pile it high and sell it cheap and again they had a really great leader in Jack Cohen.

These were the glory days for Tesco. They were a Great British company, doing well and innovating and leading. But sometimes success and growth means you lose sight of what made you what you are in the first place. You become defensive. The culture changes.

We believe the problem is connected to the culture of the company. What we saw was a culture that stifled innovation, it didn’t support it’s staff or encourage them. It had a huge sense of it’s own importance, using this to squeeze suppliers. It became too big and too top down in it’s management structure. They seemed to be too intent on their share price and forgot the basics: they are there to sell things that PEOPLE need AND want.

Tesco were recently approached to help out with a local arts festival. They declined to help, but The Co-operative stumped up over £1000. Tesco seem to have nothing to do with local communities. Their staff seem uninterested, they haven’t really come up with anything particularly new or exciting in recent years. They are perceived as being big, uncaring, unfriendly and dull.

What’s the solution?

We believe in transparency and truth. Be honest. Say they have made mistakes, be human, be seen as a personality, an organisation run by human beings that have the same concerns as the people who they want to shop there. Listen and solve the problems they face. They need to stand for something.

What if Tesco said: Our customers wanted us to switch to Free Range Eggs in all our products. So from the x of (insert name of month) all our products will ONLY use Free range Eggs.

What if Tesco said: Our customers wanted us to treat them better. We are sorry, we lost signs of what’s important, and that’s you. Not our profits. Without you we are nothing.

What if Tesco stood up for their suppliers, customers and their local communities.

What if Tesco were there for you instead of being there for Tesco?

Tagged , , ,


In 1902, US President Theodore Roosevelt went on a hunting trip in Mississippi. One day he went back to camp and his party went on and cornered an American Black Bear before calling him back to take the kill for himself. When he arrived he looked at the bear, and looking at it’s state, refused the kill, calling it ‘unsportsmanlike’. Continue reading

Tagged , , , , ,

Get every new post delivered to your Inbox.

Join 333 other followers

%d bloggers like this: