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House by John Lewis

Designed by Pentagram, United Kingdom / United States.

Harry Pearce and his team were briefed to create an identity that would both introduce the range and work across a diverse array of products – and they developed a simple, flexible system that looks modern while catching the eye.

Using a bespoke dual keyline typeface for the word ‘House’, Pearce and his team have created a simple, bold identity for the brand. The type sits in a circle on a plain background, using white and yellow as the primary colours, Pearce explains

The circle is a platform and presenter or both the range name and any product that sits upon it. Collectively the circles create an eye catching pattern in store, or as a single statement of scale in the store windows.

When used on packaging, the circles carry, the product, the descriptor and the range name, all held in a simple system that wraps the 3D packaging.

5 comments: House by John Lewis

  1. It is not, yet.

  2. Boring attempt at minimalism.

  3. Great constructive feedback Thomas

  4. Straightforward and elegant, it would be nice to see more of these on the shelves in drugstores


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