John Lewis launches homeware range in ‘utilitarian’ packaging

Zach John Design worked with John Lewis’ in-house design team to develop the packaging, which was kept relatively flexible to allow for future brand extensions.

“These are very keenly priced products,” said Zach John. “John Lewis wanted it to look very utilitarian and where possible not to have any packaging at all.”

The new homeware range will initially include 100 items for customers’ everyday living, cooking and sleeping requirements.

John Lewis plans to add to this range in early 2010.

It will be on shelves from 14 September, supported by an advertising campaign in October.

Zach John Design has previously worked with John Lewis when it designed its gardening gift packaging.

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