John lewis

Laura Wallbridge-Bruce

OUGD603 - D&AD John Lewis

Brief and Research The brief set by D&AD was to reinvent John Lewis’ home delivery packaging. Working as a collaborative pair with Grace Buckley, the brief began by carrying out some primary research in John Lewis, and searching online for further inspiration. Inspiration was taken from product packaging within the store, as it was important to be aware of what a consumer would expect from John Lewis packaging.

Research informed the final decisions which were made with

Development regards to choice of colour, the varying formats of the packaging, and the way the user interacts with the opening. Bright, clear and engaging colours appeal to all ages, whilst still maintaining the level of sophistication that John Lewis is renowned for. Experimentation was carried out by creating lots of different prototypes of each package. A range of shapes and sizes have been proposed to cater to all of the different products available from John Lewis.

It was decided that one side of each box would be torn off, so that it could then be used as a storage drawer. Lots of prototypes were created along the way. Sharing the production of the boxes, it was important to critique the work along the way and ensure that the end result was strong enough to be used as a final design to submit to D&AD.

Brief, Research and Development

Laura Wallbridge-Bruce

Home Pattern

C 0 M 0 Y 81 K 12

OUGD603 - D&AD John Lewis

Fashion Pattern

C 85 M 32 Y 100 K 21

Illustrations When the consumer makes a purchase online, the home delivery packaging they receive is tailored towards the department it came from. Each department is easily recognisable as they have an individual pattern and colour. The gift pattern uses elements of the existing John Lewis logo to reinforce the brand. This particular gift pattern would allow John Lewis to manufacture it repeatedly, rather than designing custom patterns for every occasion. It is also

a sustainable approach which ensures that the cost of production is reduced. The pattern has been designed in a circular format to illustrate the idea that the boxes will have a second life and will therefore continue to be reused. Above is each pattern in isolation before it is repeated on the sides of the boxes. The colours were selected at random, apart from the green which is close to the John Lewis branding.

Electrical Pattern

C 87 M 84 Y 0 K 0

Gift Pattern

C 0 M 0 Y 81 K 12

Details

Laura Wallbridge-Bruce

OUGD603 - D&AD John Lewis

Instructions

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Inspired by existing John Lewis home delivery packaging, the illustrative instructions have been placed on each packaging design to inform the user on how to open the package and then reuse it. Icons have also been applied to each box format, to maintain consistency and to protect the products. The varying sizes means that the consumer has the option to build their own stack of storage boxes, or store inside a cupboard or under a bed.

Icons

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Illustrations

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Details

Laura Wallbridge-Bruce

Ordering Online Once an item has been added to the basket, there is an option to customise the home delivery packaging with the gift box design.

The box will still be tailored to the size of the item but it will have a different design to make it recognisable and special.

OUGD603 - D&AD John Lewis

Ordering Online

Laura Wallbridge-Bruce

OUGD603 - D&AD John Lewis

Gift Box This is an example of the the gift box pattern applied to one of the box formats. The example illustrated above shows what the consumer would receive if they ordered a small square item from the John Lewis online store. The three formats which have been designed are simply examples and they are interchangeable depending on the size and shape of the item inside. The use of all three colours on one box differentiates the gift box from a standard

box. Please note that all of the packaging shown is not to scale as it would have been too costly to produce at the correct scale. For all of the packaging shown, carton board was used to produce it, however, if this was to be mass produced by John Lewis, it would be reproduced using recycled materials.

Gift Box

Laura Wallbridge-Bruce

Final Outcome Encouraging the recipient to anticipate what is inside from the moment they tear away the perforation until the moment the surprise drawer inside is revealed. The box has been designed with the intention that it will keep and reuse it to store products of their choice. Therefore, ‘store in your drawer’ protects and carries a part of the John Lewis store to the consumer’s home, and then can be reused as the consumer desires.

OUGD603 - D&AD John Lewis

Final outcome