D&AD New Blood Awards 2015
The Brief: Reinvent the packaging that John Lewis uses to deliver online purchases. Create an engaging, aspirational home delivery experience fit for the modern age of connected, tech-savvy, digital native shoppers.
The final design was influenced by the results of a survey which found that most people thought current delivery packaging is too boring and plain and that they would like to see more of a design, and the packaging more personal too them as this would make them feel that they are more valued as a customer.
John Lewis
Reinvent Home Delivery Packaging
D&AD New Blood Awards 2015
John Lewis
Reinvent Home Delivery Packaging
The diagonal stripe motif has been incorporated into the packaging design, it reflects the John Lewis brand, as it has become a well recognised part of the John Lewis identity, used throughout the department stores and Waitrose supermarkets. The design is used on different scales throughout the business as it can easily be repeated, and is currently used on carrier bags and trucks.
D&AD New Blood Awards 2015
Home Department Packaging
John Lewis
Reinvent Home Delivery Packaging
The designs for the packaging reflect the different departments of the John Lewis stores using line drawings and colour schemes taken from the products. The product department the customer buys from online will then be reflected by the packaging the product is delivered in, making the packaging more personal to the customers purchases. A thank you card is included inside the packaging to make customers feel valued and to know their custom is appreciated. The cards also include the technology aspect of a QR code, this is individual to each customer and makes new recommendations for products based on the customers purchase and browsing history.
Home Department Pattern
Thank you Card
Colour Scheme
D&AD New Blood Awards 2015
John Lewis
Reinvent Home Delivery Packaging
Beauty Department Packaging
Beauty Department Pattern
Thank you Card
Colour Scheme
D&AD New Blood Awards 2015
John Lewis
Reinvent Home Delivery Packaging
Electrical Department Packaging
Electrical Department Pattern
Thank you Card
Colour Scheme
D&AD New Blood Awards 2015
John Lewis
Reinvent Home Delivery Packaging
Fashion Department Packaging
FashionDepartment Pattern
Thank you Card
Colour Scheme
D&AD New Blood Awards 2015
John Lewis
Reinvent Home Delivery Packaging
Toys Department Packaging
Toys Department Pattern
Thank you Card
Colour Scheme
D&AD New Blood Awards 2015
John Lewis
Reinvent Home Delivery Packaging
Baby & Child Department Packaging
Baby & Child Department Pattern
Thank you Card
Colour Scheme
D&AD New Blood Awards 2015
John Lewis
Reinvent Home Delivery Packaging
As John Lewis sell products that don’t fit into some of these department categories, I decided to create another packaging design. The pattern design on this packaging uses images of products from all of the departments and a green colour scheme as this colour is current used throughout John Lewis stores. This packaging can also be used when the customer purchases more than one product which are from different departments.
All Departments Pattern
Thank you Card
Colour Scheme