COLLABORATIVE / D&AD / JOHN LEWIS
FIRST MEETING
Sarah and I agreed to complete and brief as a collaborative at the beginning of the year. We decided that doing one of the competition briefs would be best for us as all the directions are coming from an external source as well as the fact that there is a set dead line that we can work to and reined organised and focussed.
We chose to work together as we have worked very well together in the past. Sarah and i have a keen interest in packaging design and this is the reason we decided to take part in the John Lewis packaging brief given out by D&AD.
The dead-line for this brief is - 31st March
The brief is:
Reinvent the packaging that John Lewis uses to deliver online purchases. Create an engaging, aspirational home delivery experience fit for the modern age of connected, tech-savvy, digital native shoppers.
Give online shoppers the same level of excitement and engagement that they’d feel if they’d gone to a John Lewis store. Don’t just address UK customers, think globally – the physical touchpoint of packaging can connect John Lewis to people worldwide.
There is an interview given on the D&AD web page that has multiple contributors from the retail giant John Lewis. In the discussion they talk about what they are looking for in the packaging design as well as why these aspects are important regarding the statistics in online sales.
They wish to replicate the feeling a customer gets when the buy a product inshore. They get to experience the window-shop and the discovery of their garment.
They need to packaging to be practical and affordable. So were they are looking for something inventive, the package needs to work in mass production and delivery.
They want the consumer to be able to interact with the packaging and turn into the opening of the package to become an experience that the recipient can be consumed into.
The fact that John Lewis have such a large range of products that are delivered all over the world. this packaging has to be functional as well as engaging and the concept has to be workable across multiple areas of homeward, clothing and electrical goods.
It needs to stand out and have something that can be unique to the John Lewis brand. When it is seen in any environment, there needs to be something to do with the aesthetic that makes it recognisable to John Lewis.
They are looking at the after life of the packaging also whether this is something that can be made from the packaging or could be made from recyclable material.
It needs to be noticeable and different yet still relevant to the brand of John Lewis.
Newness and innovation is key to this project!
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FIRST MEETING.
This first meeting was just a casual get together just to make sure that we are on the same page and understand what is being asked of us regarding the brief.
We sat and talked about what we felt was the most important points given in the written brief.
- Make the packaging and experience through interaction and relatability.
- Think of the after life of the product / recyclable material.
- Make sure that the packaging is new, inventive, exciting but still relevant to the John Lewis brand.
- Make sure that the packing works smoothly considering packaging of a wide range of products as well as making sure it works through the postal system easily.
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Sarah and I agreed that we should both look at different concepts and ideas then meet up again next week with what we have. This way we can talk about and discuss the pros and cons of out favourite ideas and really cement a good solid concept. Then we can move off from there and start to design and build.
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