We are pleased to announce our brand identity for John Lewis new Menswear range John Lewis and Co.
John Lewis wanted to create a new menswear range of authentic clothing with a heritage feel, timeless and classic. Our first step was to visit the John Lewis archive which holds a wealth of material which we were able to draw inspiration from: collections of hand-printed swing tickets, a Ticket writers guide from the 1950’s, the detailing and typesetting of past collections, brochures form various stores around the country.
What struck us immediately was the genuine heritage and strength of the John Lewis brand, established in 1864, it sat along side brands like Burberry, Barbour and Hunter in its place in history.Â We created a brand positioning based upon this credibility and provenance, which we then rolled out across a collection of garment labels and swing tickets and extended to the in-store concept and provided a starting point for the art direction.
John Lewis and Co. Launching on 13th September 2011.