The launch of a new menswear range - Chester by Chester Barrie - was made to measure for above the line creative design agency Liquid.

The Liverpool-based company, already retained by Berwin & Berwin to support their Daniel Hechter and Ben Sherman brands, was tasked to develop campaigns to support the launch of the new range to the retail trade and consumers.

The first phase saw Liquid design a creative direct mail campaign targeted at influential retail trade buyers to raise awareness of the launch of the new range.

The imaginative creative treatment of the mailer, designed to reflect the quality and values of the Chester by Chester Barrie brand, succeeded in stimulating wide interest from the retail trade.

The next phase of the campaign, to raise awareness of the new brand with consumers, carrying the strap line "A new class of suit", will feature heavily in men's lifestyle magazines in the coming months. In addition to the creative treatment of the consumer advertising campaign, Liquid is also handling all media buying for the launch.

Liquid Director Steve McGauley said: "We were delighted to be invited to submit proposals to support the launch of Chester by Chester Barrie and that our creative approach struck the right chord for the client.

"Previous campaigns for the Daniel Hechter and Ben Sherman brands have underpinned our knowledge and understanding of the retail business and helped build Liquid's reputation in this sector."

A spokesman for Chester by Chester Barrie added: "Liquid demonstrated a clear appreciation of what we wanted to achieve and their creative treatment reflected the feel and style of the new range."

Further work to support the launch of the new menswear range currently being developed by Liquid will include the design of a web site for the Chester by Chester Barrie brand.