John Lewis asked Charlie Smith Design to create the identity for their new premium collection which takes a fresh look at wardrobe staples. The collection focuses on luxury fabrics and expert craftsmanship with pared-back silhouettes and precision detail.
We created a contemporary logo with a copper palette to reflect the high end fashion feeling of the collection. The was used on beautifully embossed paper stocks for the swing tags, along with fine tracing paper to add contrast.
For the collection launch we designed invitations and collateral for a private PR event as well as a singer sewn lookbook and postcards to go into store.
The collection launched successfully online and in store with many items selling out on the first day.