BACKGROUND
John Lewis’s in-store restaurant was a pretty moribund affair. In building a new Southampton store, the opportunity arose to invent a new image and environment to suit the needs of an audience accustomed to good food, stylishly served wherever they are.

STRATEGY
You’re at John Lewis and you’ve shopped ‘til you’ve dropped. You’re tired, thirsty and suddenly ravenously hungry. In the blink of an eye, everything you look at makes you think of food. A ball of wool looks like noodles, or a bobble hat puts you in mind of a dessert.

SOLUTION
The logo is simple and discreet to make room for the witty signage. A striped cushion looks like a chargrill. Garden implements resemble knives and forks. Golf balls look suspiciously and deliciously like ice cream. Fun and intriguing, the results let customers in on the joke without having to spell it out.