The pursuit of sustainability in design.


Sustainability In Design: this is the topic of reflection for Liqui Group, a fundamental element for the success of the brand, that ability to operate globally, while maintaining a truly artisanal, Made in Britain and the USA’ ethos and approach. In order to make products on a commercial scale, Liqui combines traditional craftsmanship with modern innovation. In manufacturing, the company uses sustainable timber and operates its workshops and studios with 100% renewable energy. Liqui’s finished designs are sustainable—reliable and durable, they are built to last. They are also aesthetically pleasing, a quality that doubtless increases a product’s longevity.

On the latest episode of the Liqui podcast ‘Because things can be different’, Liqui’s Creative Director & Owner Cameron Fry sits down with special guest design writer Roddy Clarke to discuss Sustainability In Design. Below is a summary of the main points they discussed.

Practical sustainability
At Liqui, the pursuit of sustainability in design has been a core tenet of the company since the beginning. When working with clients, Liqui emphasises ‘practical sustainability’: if it is practical (and this often equates to cost), Liqui will use a particular material. There are clients who will wince at the costs associated with sustainability. In this case, Liqui, as a commercial venture, might need to consider a less sustainable route. Some companies will choose to work with Liqui because of its sustainability credentials. For others, it is because Liqui is a creative design firm. Whatever the reason, the sustainable nature of Liqui’s products is both practical and essential.

Sustainability: the latest buzzword
Sustainability’ is the latest buzzword in business and an increasing number of companies have jumped on the bandwagon. In a world of fast design and mass consumerism, companies that make small, incremental steps towards sustainability—even if we question how altruistic their motives are—will certainly help to make a difference. If a designer can make sustainability in design attractive and relatable, then more and more consumers will think about their purchases. It will also help if companies work towards full transparency, enabling consumers to make educated choices. Transparency benefits the company, the consumer, the manufacturer, and the environment. It requires commitment, openness, and honesty, including: the location of farms and factories, the use of raw materials, labour costs, transport costs, the level of CO2 emissions, water use, and energy use.

Space for morals
Originally a consumer-based company, Liqui’s first product was the ‘Bagalight’, a paper bag light. Despite its inherent throwaway design, the product—made predominantly of paper—was environmentally-friendly and easily recycled. Now very much a contract company, Liqui’s focus is on making furniture and lighting that will last for generations. Strong and durable, its products can be repaired and restored. When creating objects and interiors, Liqui’s designs are timeless: unlike fashionable design, they will last for many years. Liqui is building a business that is long-term. Its profit margins might be smaller because it is funding that ‘new material’, and has chosen not to transfer the cost to the client. However, such an approach pays dividends, and Liqui is honoured to work with a number of businesses across the world. As a company, Liqui can pride itself on being both highly moral and ethical: there is absolutely space for morals in business.

Sustaining craft
Liqui is keen to promote and support traditional crafts, many of which are disappearing. Despite the UK’s diverse history of heritage craft skills—from blacksmithing to basketry, and weaving to woodturning—the Heritage Crafts Association (HCA) reports that many such skills are in the hands of people who are unable to pass them on. The HCA Red List of Endangered Crafts was the first report to assess the viability of traditional crafts—the extensive list includes those crafts that are extinct, critically endangered, and endangered. Liqui concedes that modern craft involves an element (sometimes considerable, depending on scale) of technology and innovation, yet believes craft in its truest artisanal sense, remains a viable and rewarding career choice.

A concerted effort to sustain craft should be addressed, especially in educational settings. Central government can also play its role, particularly in slowing down the influx of extremely cheap, poor quality products, and highlighting the significance of buying local. The benefits to sustainability would be of immense importance. Any pursuit of keeping costs low serves no honest or useful purpose. Instead, such a practice is at the expense of several factors, including: a decrease in wages for workers, an increase in unsafe working environments, calamitous environmental damage owing to long-distance shipping and production, a disinvestment in local jobs and training, and poorer quality standards.

Collective power
There is much power in the collective efforts of consumers. The rise in veganism and the establishment of Veganuary, with its associated social and agricultural changes, is one key example. Around the UK, we are witnessing a certain resurgence in craftsmanship, particularly in areas such as furniture-making, ceramics, textiles, food, beer, and more. Whether it is trendy to do so or a genuine commitment, consumers who make a conscious change in how they consume will support sustainable efforts. And where consumers go, companies will follow.

For more information, please see the article on Archiproducts.

Liqui Group are longlisted for Design Studio of the Year 2020.






Face shields being manufactured by Liqui for the NHS.


Firstly we would like to thank everyone for donating it’s been incredible to see the amount of support we have received so far, which has really solidified what the NHS means to all of us.

We thought we would give an update so here goes.

All materials arrived and we set to work on prototyping. After we had something that we were happy with we gave a small batch to our contact in the NHS for a clinical check, they passed with flying colours : ) we’ve actually managed to improve on what they normally use so they were more than happy. We have now started production and the figures are as follows.

All 1,500 components are ready for assembly we have also moved forward and produced 390 masks completed and boxed. We’ve already shipped one box to a Doctor friend that inspired us to start this, he and his partner are serving on the front line in a London hospital.



Some of you that donated early may have noticed that we upped the total to £5000 along with the donations directly from us (Liqui Group) we hope to be able to double our initial 1500 target!

As a side note, there has been some confusion from people that don’t know us directly whether this is a business venture. It is not I just want to make it clear that this is 100% a charitable venture. It is myself and my fellow director that are currently not getting paid. So rather than sitting around worrying about the state of our business we thought we would just get on with what we do best which is designing and manufacturing products to a high standard.

So the whole team would like to say thanks so much for your support and kindly ask if you can share this project on your social media, it would go a long way to helping us hit our new more ambitious target of £5000

If you are part of an organisation that could help please contact us.

If you are able to help Liqui Group help the NHS, please submit your donation via the button below linked to our GoFundMe page.

Thank you

Contact us.

General enquiries
Interior enquiries
Product enquiries
General Enquiries:

Interior Enquiries:

Contracts Enquiries:
London Office

+44(0)2031 304069

Thomas House
84 Eccleston Square, London

Sussex studio & workshops

+44(0)1403 740086

The Campus
Unit 4B Thornhill Court, Billingshurst Road,
Coolham, West Sussex, RH13 8QN. UK