Charlie Smith Design Charlie Smith Logo Studio 22,
Royal Victoria Patriotic Building, John Archer Way,
SW18 3SX London, 2088741244

Charlie Smith Design

Charlie Smith Design

John Lewis — Core Linens

Identity   Packaging 

Core Linens is a major offering in the John Lewis own brand range, and in store this assortment occupies a large area of the shop floor. Products included duvets, pillows, mattress and pillow protectors and toppers, and were split into both natural and synthetic ranges. The brief was to describe and communicate all the different products in a clear and emotive way, and to highlight the key benefits.

Both price, architecture and the different range names also needed to be highlighted; we therefore devised a colour coding system to help the customer navigate through this complex assortment. We also designed an extensive series of both icons and technical illustrations to help the customer understand further additional features.