The Gift of A Lifetime is a concept that is supported by a black and white, continuous line, illustration of which depicts the wondrous collection of gifts that John Lewis and Partners offer. This illustration displays there expertise within this field as well as the variety that is available in store and online year round. The idea is an appreciation of John Lewis & Partners beliefs and new branding swell. By taking advantage of there loyal partners; it involves them in a new concept that helps John Lewis and Partners customers to choose the perfect gift for there loved one.