John Lewis Swift, is a movement I have conceptualised for the design competition John Lewis brief. The Swift Movement is about accessibility, convenience and SWIFTNESS! whilst not losing any of the high quality one expects from John Lewis. The main John Lewis stores have a very browse and take your time feel to them, SWIFT is a compact, click-and-collect store, that will appear on high streets, making John Lewis more accessible for time short professionals.
I have been experimenting and developing language that fits with the Swift Movement.
Your ease is our passion
your fulfilment is our mission
Comfort is key
Our mission is your fulfilment
I have taken ‘your ease is our passion’ into design mock ups. I feel it’s to the point and informal whilst not being too informal
After generating many layouts I have gone for SWIFT in italics to communicate the feeling of movement.
I thought M&S and their Simply Food stores were a similar comparison to my Swift Movement. It still has the identity and soul of the original brand, it’s just a unique twist, for a specific target audience, on the original store.