Pentagram creates joint John Lewis and Waitrose identity

Today has seen the John Lewis Partnership relaunch its two retail brands as Waitrose & Partners and John Lewis & Partners. Each arm of the rejigged business model comes with a new brand identity and logo design created by Pentagram, both of which underline the collaboration between the two firms.

As well as a new look, the launch also includes a groundbreaking ad campaign that tugs on your heartstrings like the much-anticipated John Lewis Christmas spots. Created by adam&eveDDB, the agency behind both John Lewis and Waitrose's recent seasonal adverts, Bohemian Rhapsody riffs on the classic Queen song and sees a bombastic school play drive home a message of connectivity.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.