Following the rebrand of the John Lewis & Partners brand, the brief was to redesign the JL&P own brand Toys range. Made up of nine sub categories that cater to a wide range of children – from ages 0 to 16 – the task involved creating a flexible packaging system that could be easily applied to existing products, without losing on age appropriateness for each sub category or on visual appeal.

Whilst working at Pentagram, I created a system that would work across each sub-category within the Toys department (from dolls to race cars to board games), as well as Baby & Childrens Clothing. It had to be flexible enough to be carried across thousands of products whilst retaining a signature identity. The system also had to be able to highlight the benefits of the toys as well as the high quality of the products.