Inspired by John Lewis’ brand values I have created a structural packaging system that is eco-friendly, easy to open and store for after-use/waste and is hassle free for the customer.
Cardboard sheets are perforated with the net supplied, enabling the packer to tear off the appropriate amount needed for the product, limiting waste and providing better protection (though positioning of printing will have an effect on overall visuals of the box). There will be a variety of widths to suit each product category, though these will be limited as to not waste too much material.
The package is simply assembled through folding and a small amount of glue (highlighted areas), and can be completely flattened when opened, making it easy to transport, store and reuse or recycle for the customer.
An assortment of four different sizes can be made from the same sheet of cardboard showing the difference of the design on each box.
The design on the packaging communicates the relationships between the customer, the product and John Lewis through the diagonal motif brand mark that has been used to form tyre tracks. These tracks are direct from John Lewis to the customers address labelled, whilst also linking the customer to the product of a specific category, this engages the customer who follows the mark when first handling the package. They then open the package using the tear strip.
The design has small ink usage and these will be primarily water based, like the glue used, to be environmentally friendly.
Similarly, these different sizes can be easily stacked upon delivery, making it fuel efficient.
I have designed the packaging for three different products for the category of clothing, showing different sizes in length and width. The products chosen here are: lady’s socks, a lady’s coat and a handbag. The main icon that forms part of the tracks here is a zip, with the tear strip forming stitching from a ball of wool.
The products chosen here are for the product category of garden, with gardening shears, a watering can and a garden table (which would come flat-packed). The main icon here is a lawnmower, with the tear strip featuring gardening shears.
The products chosen here are for the product category of kitchen, with designs for a cheese grater, a wok and a freezer. The main icon here is a knife, with the tear strip featuring a rolling pin.
I also experimented with how the packaging system could be applied to larger products. In a similar way, the cardboard could be perforated and cut and folded to form protection around corners of furniture. Researching further into honeycomb cardboard packaging, which is eco-friendly, I thought that this would ideally provide the best protection against damage so this would be used.
A close-up of the ttear strips on each of the product categories and the design of packaging care symbols so that they are consistent in the use of the John Lewis diagonal brand mark.
I have also incorporated seasonality and gift giving into my design; here are two initial ideas, one for Christmas and the other a birthday, where the marks again form part of the design on the box.
I designed these adverts for John Lewis Home Delivery where the diagonal motif here, in consistency with the packaging I designed,
represents the role of John Lewis in their personal life journeys and ambitions. John Lewis Home Delivery has led to a graduation, a wedding or simply a parent watching their child race at a school sports day.
represents the role of John Lewis in their personal life journeys and ambitions. John Lewis Home Delivery has led to a graduation, a wedding or simply a parent watching their child race at a school sports day.
I designed the tracking delivery website/app for John Lewis, which would tell the customer the details of the package’s journey, who has handled it and what time it is expected. I have also included the diagonal motif to add consistency, which acts as an indicator of the time scale of the delivery. By adding a GPS tracker, the customer is also able to locate where there parcel is at the time, further emphasising the John Lewis brand values of good service service. I also looked at how the journey and life of the product could also be explored when receiving it [timeline].
