John lewis

OUGD503: JOHN LEWIS

RESEARCH

Wow To appeal to an audience immediately it is sometimes useful to make your packaging look eco-friendly and sustainable. The materials used on Wow are simple and are obviously recyclable, it looks natural and the lack of ink and design shows that it is beneficial to the environment and recycling process, this is modern and a growing ‘trend’.

John Lewis Looking into the existing John Lewis packaging made me realise how boring and nondescript it was. The plain white packaging has potential to get quite dirty in transit and could make the product look unprofessional and put the customer off. The audience can’t relate to the objects or colours, the only interpretation is that of a zebra but with no reasoning or relevance. However there is a good range of sizes and shapes on offer for the large difference in products.

Topshop As far as becoming slightly more interesting it is better to see colour on packaging, this makes it stand out, it can be relatable to the brand by using a known colour and in this case it also hints to the gender being pink. The pattern is fairly uninteresting but it could be adapted and is memorable to the audience in remembering the parcel design. Having the logo or company name on the packaging makes it more of a statement, it makes it easier to separate from the rest and easier to pick out.

JESSICA JOHNSON

Tokketok Creating a packaging that looks hand drawn makes it seems quite personal and creates that connection quickly with the audience. The box as a house makes it seem homely and cosy, this would be perfect for a home furnishings company such as John Lewis Bond Creative A particularly striking packaging design by Bond Creative, using bold colours and shapes to show the liquorice all sorts in a symmetrical and balanced layout design. The black background is very prominent and makes the colours pop out even more. The square boxes would make it easy to stack this product in shops and supermarkets and even without text the packaging design would still allow the audience to relate to the product through recognising the images of the sweets.

Saturday MFG One of my favourite designs that I have come across through this whole researching process. Creating the packaging of cookies to look like an oven is something that I think a lot of people would like to receive. It is clear which way up the packaging is supposed to be and is convenient for storage.

The colours and design are very minimal as the concept is strong enough to carry the idea without a whole decorative front, it is intriguing to look at the packaging and makes the audience inquisitive.

OUGD503: JOHN LEWIS

RATIONALE

JESSICA JOHNSON

Purpose The purpose of this campaign is to create a more contemporary and engaging packaging design for John Lewis’ home delivery system.

Audience The audience will cover a range of people; from teens to the elderly, those that shop online using the John Lewis website to purchase home deliveries.

These are people who choose to shop online for what could be many different reasons from busy lifestyles to immobility or purely because this is an easier way of getting something delivered straight to your doorstep.

Message A strong message will be conveyed that suggests of speed and efficiency, it will represent the fast nature of the home delivery, enhancing the unique service and specific time slots the customers are offered. The message will show the strength and passion of John Lewis and their reliability and strong relationship with the consumer.

Tone of Voice The tone of voice will be light hearted and fun, it will represent the contemporary standards of the company and will be reassuring in nature. It will also be professional and keep the audience in mind, appealing to all rather than a select category.

There will be an element of an informative tone of voice, specific information will be present that will benefit the customer such as an email address, the consumers local John Lewis and an address.

Format A selection of 5 boxes and bags will be the standard format for the packaging. 2A0 has been used to design the largest of the boxes and bags but this could be increased if necessary for larger objects if they could possibly be packaged. The three main boxes all have handles incorporated into the design, it is sometimes the case that the consumer misses the delivery and has to go collect it from the local post office, the handle enables easy and convenient transport.

Materials Materials are a of large importance within my design, the outer shell of the packaging, the boxes, are made from 100% recyclable cardboard, this will already have been recycled before printing the design on it. Vegetable and soy-based Eco Solvent Inks will be used for printing, as they are beneficial in more aspects than one. Not only are they renewable and easier than other inks to recycle but also they are also much less costly therefore decreasing the expenses paid in production.

Placement/Distribution The placement and distribution of this packaging would be for all home deliveries, the packaging products would need to be sent in bulk to factories and staff made aware of which packaging is suitable for which products. In terms of future potential these packaging products could be used in store to give to customers as they buy items. They can be manipulated slightly so that they are more streamlined and bag shaped, as they are already easy to carry and can be flat-packed or recycled.

Must Do’s/Must Dont’s/Time Frame I must create innovative and engaging packaging I must make it environmentally friendly I must make it in a range of versatile sizes I must consider the material in depth I must not make it expensive to produce I must not forget practicality I must not put the items at risk of damage Time Frame: Complete by 25th March

OUGD503: JOHN LEWIS

Colour The colour palette was inspired by the four seasons; spring, summer, autumn and winter. The design would be kept the same but the colours would change accordingly, not only would this allow the design to still be recognisable but it would give it room to adapt and look slightly different meaning it wouldn’t become boring and predictable. Fashion and web palettes were also used to create some of the colour schemes, using photos was a way to incorporate real life into the box.

DESIGN CHOICES

Format & Design As John Lewis has such a wide range of products I have made sure that each of the boxes are different and they scale up to fit the larger items. Some of the bags have a handle to make carrying much easier if necessary, although these items would be delivered if the customer were to return to store it would make much easier transport.

The final design (number 1) is clean sharp and the upwards direction of the arrows shows positive forward movement.

Typeface & Style Gill sans is the typeface used for John Lewis, it is used in varying point size and weights throughout which allowed me to experiment when creating the in parcel documents. It is an old font that is a clean and bold sans serif, this inspired my designs to be both simple and dominant. They are clear and concise and flat colour only is used in the most straightforward manor.

JESSICA JOHNSON

Packaging If this idea was to go to print and I were to actually create this as a series of boxes then the packaging materials would be something really important to consider. After thorough research I came to the conclusion that the box itself would be made out of recycled card, approximately 450 gsm stock. This would obviously be recyclable and the use of soy and vegetable based inks would aid this process.

As for polystyrene replacement I would use ‘Restore Mushroom Packaging’ as it is biodegradable.

OUGD503: JOHN LEWIS

FINAL DESIGN

A series of boxes and bags in a range of sizes became my end product. The series shows how different bags can be carried, there are envelopes for very small items and each bag can be scaled up to fit the largest end of the spectrum of objects. The materials have been thought about in consideration and contain nothing that is unable to be recycled, as a company John Lewis like to be sustainable and helpful towards the environment with their products.

The colour schemes are bright and inviting, they are relevant to the season and the obvious connotations

symbolise this clearly to the audience. The design itself is sharp and clear, it is uncomplicated and straightforward, this is a direct reflection of the service they offer. Capitalising on the specific time slots they offer as this is something most companies don’t provide, the inside documents highlight this and point the customer the right way with a discount code. The designs all work well as a set and not only work in theory but would also be practical if printed and used. They could be used in shops instead of carrier bags due to easy transportation handles.

JESSICA JOHNSON