The approach we took for the D&AD John Lewis brief was to create an experience for the recipent of the delivery. We wanted there to be elements of suprise which would allow John Lewis to take the customer on a journey but at the same time staying consistent with their brand identity.
To open the box we created a perforation which is at the same angle of the John Lewis branding. Once the perforation has been opened, you are then exposed to the familiar John Lewis green. Rather than opening the box and seeing your product straight away we found a way to allow the customer to be able to discover their item themselves by pulling back the flap. This flap is where the greeting messages would be, dependant on the time of year or special occasion which can be customised online when ordering. We wanted to create a box that would make you as a customer feel comfortable in sending it straight on as a gift rather than getting it delievered home first to repackage yourself.
