Focussing on my branding, and trying not to just project my logo onto standard items, I have been conscious about setting a scene when creating my brand applications, to build a strong continuity throughout my brand.
The John Lewis Swift stores work by not being a store you can browse in, it’s a click and collect store to help those people who are time conscious. However I don’t want Swift to deter too much from John Lewis’s heritage and eclectic in-store style.
I was worried that I might create something along the lines of Argos, which is a big no no, so I had to do some research and develop a unique style, whilst sticking to my idea.
When I go to John Lewis, I always spend quite a bit of time in there, it’s a great place to browse. Because Swift is about saving time, I want to have compact stores that people can dash in and out. And then I started to think well that’s just Argos, so I took to creating some brand applications which would help develop the John Lewis Swift brand.
Originally I was working with the green John Lewis logo, however when I started to create these mock ups I saw that it looked strange because it was too much like the original John Lewis store. So I changed the text to white, and I think it’s much more successful now because that one little change has given a whole new breadth of life into my branding.
I think the white text is much more successful than the green because, although I am still incorporating heritage into my style, I feel that not using the green is coming away from John Lewis’s own integral heritage, making it much more modern, appealing to a younger audience.