What Lewis Moberly does

Lewis Moberly is a London-based strategic creative agency founded in 1984, delivering brand strategy, identity design, packaging design, naming, portfolio design, brand experience, and campaign design for premium and luxury brands. Its client base spans globally recognised names across spirits (Johnnie Walker, Glenfiddich, Glenmorangie, Moët & Chandon, Benriach, Monkey Shoulder, The Glenrothes, Bollinger, Oban), food and beverage (Baileys, Ricola, Lavazza, Waitrose Cooks', Duchy Originals, Tsingtao, Biladi, Divino), retail and hospitality (Selfridges, La Grande Epicerie de Paris, Sofitel, St Pancras International, Gatwick Airport, Lea & Sandeman), and a growing slate of emerging consumer brands (coconutea, Skin Sapiens, Tidal Rum, Floreat, Honey I'm Home). The firm positions itself as the only consultancy to hold both the DBA Top Award for Design Effectiveness and the DBA Top Award for Design Excellence, supported by a cumulative tally of over 500 industry awards.

The business operates as a founder-led independent consultancy under principals Mary Lewis (Executive Creative Director) and Robert Moberly (Chairman), with Jovan Buac as Managing Partner and Mark Tosey as Head of Production. The firm is structured around a 11–50 person team at 33 Gresse Street, London W1T 1QU, and is privately held with no external investment, parent company, or subsidiaries identified. Service delivery is project-based, bespoke, and quote-based, with no publicly disclosed pricing, packaged offerings, or standardised product. Client acquisition is driven by a portfolio-led direct sales motion, supported by the agency's website, an Instagram and LinkedIn presence, the "The Friday Edit" weekly newsletter (now past Issue 100), and active participation in industry events including D&AD Festival, Cannes Lions, and Walpole Luxury Summit.

The revenue model is professional services: fees are earned on brand strategy, identity, packaging, and experience design projects for enterprise clients, with no disclosed productised offering, software platform, subscription, or licensing revenue. Geographic reach is global in client footprint but concentrated in a single London office, with no disclosed international offices. No proprietary technology platform, patents, AI/ML capability, or integration surface is present; the agency's principal assets are its design authority (awards, including 25+ Best of Best), its long-tenured creative leadership, and its portfolio of work for iconic global brands.

Name

Lewis Moberly

Legal name

Lewis Moberly Ltd.

Website

https://lewismoberly.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Lewis Moberly is an independent London-based strategic creative agency founded in 1984, delivering brand strategy, identity, packaging, naming, and experience design for premium and luxury clients across spirits, food and beverage, retail, and hospitality, including Baileys, Johnnie Walker, Glenfiddich, and Selfridges.

Ownership category

akta.pro rank

Product category

Brand Design & Creative Services

NAICS

Graphic Design Services (54143)

akta.pro primary industry

Employer Brand Strategy & Talent Branding (BPAFAEAH)

Keywords

• Brand design services
• Packaging design
• Corporate identity
• Brand strategy consulting
• Luxury brand design

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Professional Design Services: Project-based professional services for brand strategy, identity design, packaging design, and creative consulting. Engagements appear to be bespoke and client-specific rather than standardized product offerings.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Lewis Moberly is a London-based strategic creative agency that provides brand design and consultancy services to premium and luxury brands. The firm delivers brand strategy, brand identity and corporate identity design, packaging design, naming, portfolio design, brand experience design, and campaign design through bespoke project-based engagements.

Product overview

Lewis Moberly is a London-based strategic creative business specializing in brand design and identity work. The company offers a comprehensive suite of brand services including brand strategy, identity design, packaging design, naming, brand experience design, portfolio design, and campaign design. Their portfolio spans multiple sectors including food and beverage, luxury spirits, retail, travel and hospitality, and cultural institutions. Key brand projects include Baileys global redesign, Gatwick Airport identity, Glenmorangie luxury repositioning, Johnnie Walker portfolio design, Moët & Chandon packaging, Monkey Shoulder brand creation, Selfridges Food Hall identity, Experiencia Gourmet brand experience, and Lavazza 120th anniversary identity. The agency has also developed numerous emerging brands including coconutea, Skin Sapiens, Tidal Rum, Floreat, and Biladi. Their services are delivered through direct client engagement with a team of seasoned professionals, and they publish 'The Friday Edit' as thought leadership content.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy Services Strategic brand development including brand creation, repositioning, radical redesign, brand evolution, storytelling, campaigns, and strategic positioning for fledglings to iconic brands.
• Brand Identity Design Corporate identity design including logo development, visual identity systems, and brand architecture for clients such as Gatwick Airport, St Pancras International, and Sofitel.
• Packaging Design Structural and packaging design services for food, beverage, and consumer products, including portfolio design and range rationalization.
• Naming Services Brand naming and name generation services including linguistic and cultural analysis for new product launches and brand extensions.
• Brand Experience Design Brand experience design for physical and retail environments including brand world development, collateral design, and customer touchpoint design.
• Portfolio Design Portfolio design services organizing multi-tier product ranges with visual coherence and hierarchy for clients including Benriach, Glenmorangie, and Johnnie Walker.
• Campaign Design Campaign design services for brand anniversaries, product launches, and brand activation including digital and outdoor media.

Quantifiable outcome

• For every penny Boots spent on new packaging designs, it gained £1 in sales (as cited by Sir Anthony Cleaver, Chairman IBM and DBA Judge)
• +3 more outcomes

Named customers35 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Coley Porter Bell: London-based brand design agency within WPP's Ogilvy network. Specializes in FMCG branding and packaging, directly comparable to Lewis Moberly's core work.
• Carter Wong Design: London-based brand and packaging design agency with parallel strengths in FMCG and luxury categories. Direct overlap on packaging and identity project types.
• Pentagram: Multi-partner independent design consultancy with strong identity and packaging practice. Operates a similar founder/partner-led boutique model with comparable premium brand clients.
• Big Fish: Independent London creative agency focused on branding and packaging for drinks and FMCG brands. Overlaps with Lewis Moberly in spirits, wine, and consumer goods.
• Pearlfisher: London-based brand design agency with comparable focus on FMCG, premium spirits, and packaging design. Competes directly for similar client roster (e.g., Diageo, Pernod Ricard).
• Moving Brands: London-headquartered independent brand design consultancy covering strategy, identity, and experience. Direct competitor for premium and corporate brand work.
• Saffron Brand Consultants: Independent global brand consultancy with deep luxury and corporate identity expertise. Comparable positioning to Lewis Moberly's premium brand focus.
• Bulletproof: Independent London brand design agency covering strategy, identity, packaging, and naming. Direct competitor across Lewis Moberly's full service stack.

Broad incumbents

• Interbrand: Large global brand consultancy with brand valuation, strategy, and design capabilities. Serves as the broader incumbent that Lewis Moberly competes against in enterprise pitches.
• Landor & Fitch: Global brand consulting network (WPP) with much larger footprint and broader service portfolio. Competes for major enterprise rebrands where Lewis Moberly also pitches.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/lewis-moberly
• Instagraminstagram.com/lewismoberly
• Xx.com/lewismoberly

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lewis Moberly