D&AD JOHN LEWIS.
PERSONAL IDEA DEVELOPMENT.
After doing some research on both the expectations and desires from the John Lewis brand and other brands delivery packaging, I started to build on the idea previously mentioned by Caitlin, In which she mentioned the cutting of a ribbon. In my mind this symbolised the visual of a gift, which I thought would be a really strong concept, as it would have great emotional ties for the shopper, create excitement and make receiving their order that bit more special.
However I feel that the physical use of a ribbon should be rethought and considered due to the points put forward in the John Lewis interview and those made when creating the Amazon home delivery packaging. I want to follow in the footsteps creating ease for people opening the packaging, meaning that they will require no extra tools when having to open the package, and therefore be able to open it with only their hands. I also want to keep the use of varied materials down to a minimum, as discussed in the John Lewis interview, this will keep costs down for the company and reduce complexity for those who have to create and pack the packaging in warehouses.
I then started to think back to the perforation used by Selfridges within their packaging and thought that this could be a really great idea. I worked with the formation of the ribbon and action of tearing the perforation and came up with the idea of physically printing a bow motif on top of the box, and perforating the ribbon, so that the perforated 'ribbon' would be pulled away, mimicking the action of untying a ribbon. Creating the illusion that the customer is unwrapping the present.
I continued to think about the idea of unwrapping the order chronologically. I felt that the above idea of mimicking a gift was beginning to play on the emotional value and excitement of the order, but I also wanted to, as previously mentioned, address the recipient on a more personal basis. And so I thought about a simple card that could be slotted on top of the order, personally addressing the recipient, thanking them for their order, and hoping that it brings them Joy.
I even thought about the ways we could take this further and create a more personal relationship between John Lewis and the Shopper. I considered a way in which we could give the store a personality, and almost just, a person. Someone they could picture in their mines that they were recieving the order from... John. I thought it would seem ever more conversational and more friendly if they were to recieve the package from a person rather than a store, and so creating the platform of 'John' to act as the sender of each parcel will create the friendliness needed.
Beneath the personalised card I want to continue the aesthetic of gift wrap by, alike to other brands such as Zara and Selfridges, wrapping the order in tissue paper and sealing this with a Sticker. I came up with a few possible print ideas for the wrapping paper.
1. The first looked at the type of products John Lewis sells and incorporated these into a pattern.
2. The second took elements from the already existing John Lewis brand (Stripes) but were used in a horizontal fashion - This could be taken even further, bringing John Lewis to the contemporary for front by coming up with a range of modern, geometric based patterns.
Thirdly I thought about something previously mentioned on the brief (How can the packaging be transferrable through the seasons) I considered that we could create a selection of different tissue paper patterns that referenced different seasons and celebrations - eg. One to be used at christmas, another for Valentines etc. I felt that the box was very transferable anyway and could be used across the seasons.
I also felt that the aesthetic of a gift is great not only for delivering the parcel to the recipient that has ordered it, but also for when ordering for someone else, where the order goes straight towards the chosen recipient.
I further considered how the brand could be carried through to the bottom of the box for brand consistency, and so the recipient has a friendly reminder of the brand before they choose to discard of the box.
Could there be something in the bottom that repeats the brand aesthetic?
I understand that the box, will not have a particular afterlife, or second use, other than possibly being used for storage. However I think we can counter act this issue by creating the packaging from fully recyclable materials, so that even though the box has no second function, it can be disposed of responsibly, something representatives admired of Amazon in the John Lewis interview.
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