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John Lewis Adding form to function
The John Lewis Partnership’s retailing style is unique. It’s understated, implicit, well-ordered and entirely clear of the
cardboard clutter that many other retailers use to try and persuade us to part with our cash. Their shop windows, with their minimally
laid out battalions of white goods on display absolutely sum up
their aesthetic.
cardboard clutter that many other retailers use to try and persuade us to part with our cash. Their shop windows, with their minimally
laid out battalions of white goods on display absolutely sum up
their aesthetic.
Being entirely functional, however, didn’t always allow them to talk about their huge breadth of products and services to customers as clearly they might. To remedy this, they asked us to create a new way of speaking that would have greater impact in store but would keep the Partnership’s unique language.
The black and white signage we introduced has kept the cleanliness of their visual heritage and a distinctly upmarket feel, whilst the introduction of witty imagery has given an extra emotional dimension that is really in keeping with John Lewis’ way of doing things.
Our relationship with John Lewis started six years ago. As well as communication projects, we devised their new own label strategy and refreshed the identity and positioning of their fashion floors.