The consultancy was appointed in 2010 to work closely with Little Home head of buying Lisa Hopkinson to develop the identity and inform the range.
Narrative Studio’s creative director Nigel Plested was formerly design director of Mamas & Papas, and was brought on board because of his experience in the sector.
The identity features a hand-drawn logo in lower-case letters, with a child-like drawing of a house enclosed in the ‘O’ of ‘Home’.
Plested says, ‘The outcome is a truly rich range, which is neither condescending or licence-driven, and provides a new way for John Lewis to contextualise and deliver their vision for children’s home environments.’
The range rolls out in John Lewis stores nationwide this week.