Charlie Smith Design

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John Lewis — Childrenswear

We created the new identity and packaging range for John Lewis’s Childrenswear department. The range covered a number of different sections including clothing, denim, swimwear, shoes, accessories and underwear and needed to appeal to girls and boys aged from 2 to 14. We devised a bold and playful typographic lock up that highlighted whether a product was for girls or boys as well as a vibrant gender neutral colour palette which could be used to identify different product sizes.

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