In the UK people spent 776 million on Halloween this year and that’s why at John Lewis we created a visual system to be used across all channels.

The pattern drew upon a core symbol of Halloween, the pumpkin. However in order to target a wide audience we created a twist, the typographic use of the word Halloween built the shape of the pumpkin. Therefore elevating the traditional emblem. The design was used across, POS, digital, social and email to encourage customer’s to purchase our Halloween range.

[please note this design was created in collaboration with a senior designer]