British department store John Lewis has introduced a new Private Brand in home goods “House – a contemporary collection of products for modern-day living”. The brand was created by the international design consultancy Pentagram led by Harry Pearce. He and his team were briefed to create an identity that would both introduce the range and work across a diverse array of products – and they developed a simple, flexible system that looks modern while catching the eye.
Using a bespoke dual key-line typeface for the word-mark ‘House’, Pearce and his team have created a clean, modern brand identity. The type sits in a circle on a plain background, using white and yellow as the primary colors.
According to Pearce: “The circle is a platform and presenter or both the range name and any product that sits upon it. Collectively the circles create an eye-catching pattern in store, or as a single statement of scale in the store windows”.
“When used on packaging, the circles carry, the product, the descriptor and the range name, all held in a simple system that wraps the 3D packaging.”