Liberation is run by really friendly people who are passionate about what they do and why they do it. The workers own 44% of the company. The brief was to create a personal, fun brand for their range of nut snacks that wasn’t too worthy. The solution was to create a family of characters that evoke the personalities of the farmers themselves. The campaigning nuts formed the basis for PR campaigns at events and on social media with people holding banners like the nuts do on the packs.