In 2021 Matt led an evolution of a new confident brand design system in collaboration with Harry Pearce and teams of Pentagram London. Influenced by Matt’s Joyfully Bold brand direction, the aim was to create a fresh but flexible design language that also moved on from the black and white cool ‘& Partners’ identity from 2018. The distinct tone of voice and bolder use of colour provided a step change for the brand. Central to shift was a more creative expression of the original logo design which originated from a heritage mark originally designed by design gurus Hans Schleger and Peter Hatch. This confidence was also brought into a new direction for own brand packaging with more confident use of the John Lewis master branding and the reintroduction of the famous green.

CREDITS: In-design design lead Matt Lake and teams. Harry Pearce and teams for Pentagram London.