Perfectly in focus

It’s not often that John Lewis applies its brand name to a new service, so when it does happen, it needs to be done properly. For their recent move into opticians services, the retailer commissioned renowned agency Egelnick and Webb to develop the creative identity, while we were asked to take care of the words. Working closely with the in-house team, we crafted a gentle promise which went on to form the ‘boilerplate’ description at the heart of a suite of launch communications. We’ll post some instore pics when we get them, but ’til then, here’s a peek at the print…

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