Anyday John Lewis / Pentagram Design
A celebration of value
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ANYDAY was created as an affordable new range for John Lewis, aimed at bringing good design and quality into everyday life. The identity needed to communicate value with optimism, energy and confidence, while still belonging to the John Lewis family.
Developed whilst at Pentagram the identity is centred around a bold stencil logotype re-drawn from John Lewis’ bespoke Gill Sans Nova. Confident colour and expressive scale bring a joyful celebration of value.
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The identity is centred around a bold stencil re-drawn from John Lewis’ bespoke Gill Sans Nova and orange colour.
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The identity takes its cue from the handmade vernacular of packing cases and street market displays,
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Orange highlights ANYDAY products across the e-shop, clearly distinguishing the range from the wider offer.
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Creative direction:
Harry Pearce
Team:
Johannes Grimmond
Tiffany Fenner