John Lewis: Basic Deluxe Collection Identity & Branding

Newl&Potter have created the name, visual identity, garment branding and packaging for John Lewis’ exclusively online womenswear collection - ‘Basic Deluxe’. A limited edition collection, comprising a 'capsule' wardrobe of luxury handmade jersey and knitwear pieces, the Basic Deluxe range represents
the perfect basics.

Newl&Potter were responsible for all elements of the identity. Our brief involved the name creation, logo design, range characterisation, copywriting, internal
and external labeling, and packaging design.

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