Rebrand Roundup: John Lewis, Waitrose, Debenhams, Carlsberg and other stories

Published by

Pentagram – John Lewis/Waitrose

Pentagram partner Harry Pearce has rebranded John Lewis, Waitrose and parent company the John Lewis Partnership, in a bid to unify the three brands and highlight the “positivity” of the company’s employee-owned business structure. The new identity is the first major change for the three brands in 18 years, and sees the words “& Partners” added to John Lewis and Waitrose, to emphasise that employees are partners of the business. The project has taken three years to complete, and centred around three main aims:


This content is for members only

Click below to activate your Free Registration

Get Access

Already a member? Login here



More Design



DixonBaxi ushers in new era for AC Milan with bold rebrand

European football giants AC Milan have launched a new club visual identity system, developed and designed by London-based brand agency DixonBaxi. The rebrand, which ties in with the start of the Serie A 2019/20 season marks the beginning of a brave...

Posted by: DixonBaxi


AKQA urges companies to adopt nature Code of Conscience

AKQA has invited the top 10 construction equipment companies of the world to adopt its new open source software to protect nature reserves from destruction. Despite their protective status, one third of the areas are under threat from human...

Posted by: AKQA


Indigo Award adds Design for Social Change category

This year, Indigo Award held the honour of hosting its second annual ceremony in the heart of Costa del Sol in Spain. The stunning beach town buzzed with some of the world’s best and brightest in design as the industry’s leading talent...

Posted by: Indigo Design Award