Sarah Goldthorpe + Caitlin Walsh
John Lewis D&AD
Delivery Packaging
John Lewis 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. Give online shoppers the same level of excitement and engagement that they’d feel if they’d gone to a John Lewis store.
Concept:
Create a delivery experience that excites customers, makes them feel special and addresses them personally. Create the solution to work across 3 different products, shapes and sizes. Make the packaging customisable according to celebration or season.
01/08
Sarah Goldthorpe + Caitlin Walsh
John Lewis D&AD
Research
I researched into different stores to try and understand how they had used their packaging to create a special customer experience. Here I was able to discover different elements that stores have undertaken such as personalisation of delivery and how wrapping could be used to enhance the experience. I also research further into the idea of gift wrapping as delivery packaging, and how the wrapping could adhere to a traditional brand, needed to be brought into the modern era and appeal to the 'tech savvy' and contemporary consumer. I also looked at methods in which we could carry out and realise our 'untying' of the ribbon packaging.
02/08
Sarah Goldthorpe + Caitlin Walsh
John Lewis D&AD
Development
I developed ideas for many areas of the packaging, working with the outside box and experimenting with the gift aesthetic we came up with. I trialed different executions of the box that ranged from simplicity to more complex resolutions that subtly brought in the stripes featured in the John Lewis logo. However due to screen printing production limitations a simpler box aesthetic was chosen. I also experimented with inside wrapping elements such as stickers to bring a more fun and conversational element to the brand, however a range based on symbols that played off the wrapping patterns was chosen as a modern motif for the more traditional brand. 03/08
Sarah Goldthorpe + Caitlin Walsh
John Lewis D&AD
Box Design
The order is received in packaging that mimics the aesthetic of a gift, signalling an emotional response to the packaging before it is opened. We worked to create the perfect plush, and traditional John Lewis bow which is proudly screen printed on the front of the box, which can then be opened by peeling away the perforated ribbon, just as you would untie a traditional bow. Images show how the perforated opening can work across different shapes and sizes.
04/08
Sarah Goldthorpe + Caitlin Walsh
John Lewis D&AD
Customisable Greetings Cards
When opening the package the customer is greeted with a card that addresses them personally, thanking them for shopping with John Lewis and asserting that the store wishes that they enjoy their purchase until they return again. The card is signed off from John, who creates a personable face for the department store, so that the customer further builds a personal and emotional connection with the store. The card can be personalised with the delivery options section online to cater to different events and occasions, with the ability to add a personal message.
05/08
Sarah Goldthorpe + Caitlin Walsh
John Lewis D&AD
Tissue Paper
Inside the order is ‘gift wrapped’ enveloped in John Lewis tissue paper and sealed with a sticker for a finishing touch and reminder of the brand. Both the tissue paper and sticker selection can be personalised according to event within the Delivery options section at the checkout. A range of tissue paper and sticker combinations have been made to reflect events such as Christmas and Valentines day, as well as having a default signature combination that is sent to orders which are not personalised, allowing the packaging to be transferable and seasonal.
06/08
Sarah Goldthorpe + Caitlin Walsh
John Lewis D&AD
Online Personalisation
Customers are able to personalise the delivery of their order in the delivery options section at the checkout. Here they are able to specify the end destination of their order, whether this will be to them, or if it is a gift, straight to the recipients house. Further more they can select if the order is for a special occasion, in which the order will be wrapped in themed tissue paper sticker. Selecting an occasion will also allow the sender of the order to write a personal message which will be displayed on the greeting card inside. Thus adding an extra exciting dimension to the packaging and creating a more personalised and 'special' delivery experience for the shopper and recipient.
07/08
Sarah Goldthorpe + Caitlin Walsh
John Lewis D&AD
Materials
John Lewis mentioned the importance of sustainability in their new packaging. The packaging is made from 100% recyclable materials. The box is created using corrugated card, the packing inside is 100% recycled paper, as is the tissue used to wrap the orders and the card the greetings are printed on is FSC. The packaging focuses on not only being totally recyclable, but also reusable, furthering its cradle to cradle attitude, being designed and engineered to be reused after delivery.
08/08