British Retailer John Lewis Introduces House

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.”


Previous articlePrivate Brand “Made Easy” Fresh & Easy
Next articleBest Buy Announces Insignia Flex Tablet
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.