To celebrate their 150th year anniversary of John Lewis, the company chose to give away canvas bags in their stores, during their annual Christmas campaign. After initial concepts were offered up for review, the bag shape was altered by the client. The final canvas bag design is shown at the top of this page. First round concepts are featured lower on the page, minor subtle changes were made to keep the design simple. The client was very happy with the final bag design, and how well it connected to their television advertising.