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John Lewis & Co — Identity

The Client

John Lewis need little introduction everyone’s favourite British high street icon has been trading for 150 years.

The Project

John Lewis was looking to launch an authentic menswear range to target the younger mindset. Highest quality materials, construction and detailing would be used whilst maintaining the John Lewis master brand values of trust, quality, value and service.

Brand Guidelines

The Approach

We helped launch the very successful In-House menswear range. In collaboration with the John Lewis design team and with unlimited access to the printed archive, we developed a brand identity to appeal to a young Style conscious consumer, and opted for a ‘Heritage’ design story. 

We introduced the idea of bearded, flame-haired model, Johnny Harrington, in the early mood-boarding part of our process. He later became the face of John Lewis & Co for spring/summer 2013. And has since been credited with boosting sales of the range by 58%.



  • Naming
  • Brand Identity
  • On-product labelling
  • Packaging
  • Ticketing
  • Instore and POS
  • Brand guidelines

    Amplifying a 150 year heritage John Lewis
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    HUB - Printed Material Campaign

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