D&AD John Lewis.
Collaborative discussion.
Today I met with Caitlin and we discussed ideas that we had come up with separately.
I firstly took Caitlin through the sketches I had produced in terms of box concept - tissue paper - sticker and personalised card.
SKETCHES.
Caitlin had suggested ideas similar to mine. In reference to the box however she suggested including further materials - she felt quite strongly about using actual ribbon, alongside the printed idea, but I wasn't so keen and wasn't sure that it would fit in with the hopes and specifications detailed by John Lewis.
In their supporting notes detailed in the downloadable pack they posted, they emphasise their desires in terms of material use.
The have stated that they want to use as little packaging as possible without compromising the protection of the product, and that all materials used have to be recyclable. Therefore in compliance with these standards, I think that the ribbon would not be a good idea, and that we should instead keep it simple, and most importantly recyclable.
We also further discussed the tissue paper and its role in the packaging solution. I had thought since working on my own ideas that we could vary the tissue paper to fit the brand seasonally. John lewis had mentioned in the brief that they would like a design that could be transferable from season to season. I suggested to caitlin that in response to having to create three packaging examples we should produce a range of tissue paper ( 3 examples) that would adhere to seasonal changes.
Therefore we decided upon the idea that we would create patterns for; a signature john lewis tissue that can be used on orders throughout the year with no celebration, a christmas tissue paper for holiday use and a valentines one. The selection can obviously be changed and extended to suit the occasions John Lewis wish to include.
VALENTINES AND CHRISTMAS SKETCH.
Caitlin also suggested that we should have a section on the website that when ordering, you can choose whether your purchase is for yourself or someone else, and also the occasion, so that it would arrive wrapped according to the event. I thought this was a great idea to further personalise the shopping experience making it ever more special. I also thought that the option to start tailoring the shopping experience to the individual would appear to the tech savvy customer who wants to take more control of their order.
WEB PAGE MOCK UP?
We furthered this concept when looking at the personal message card that we are wanting to include within the parcel. The card has a function of thanking the shopper for their order and wishing them to return - to begin or continue building a relationship and rap-or with the customer. However we thought that we could build upon the previous idea of customising the cards according to the occasion.
CARD WITH PERSONAL MESSAGE.
We thought of two new functions:
- Customers can select the occasion at the check out - which allows them to have an event based tissue paper wrapping. But this can also extend to the message on the card - John Lewis can have a set of standard occasion based messages that can be printed onto the cards for valentines, christmas etc.
- Customers can write their own message on the card - so that when the gift arrives with the end recipient, the packaging appears as if it has been created personally by the buyer/sender.
I think that this decision definitely adapts to the emotional link that John Lewis are yearning for between customer and packaging.
Next we looked at box sizes and shapes - John Lewis are requesting that we create the packaging for three different sizes and shapes to demonstrate that it works across a range.
We picked 3 different items from the John Lewis store that were different in shape and in size.
SKETCHES OF ROUGH BOX SHAPES.
- An electrical whisk.
- A small piece of Jewellery.
- A piece of clothing.
This would allow is to create 3 boxes contrasting in both shape and size.
After leaving the meeting with Caitlin I am very happy with our progress and feel confident that our idea is going in the right direction. Next I plan to make the box nets that will hold the three items, I need to work hard to produce these so that technically they will work, be easily mass produced - and consider other elements to the packaging as previously mentioned in the interview... How easy will it be to pack in the factory? does it fit easily into a tessellation pattern to reduce cost.
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