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Whippet honoured at the Creative Retail Awards for revamping the M&S Café brand


Whippet has been highly commended at this year’s Creative Retail Awards in the Hospitality Design category. The award celebrates our transformation of the M&S Café, a project that perfectly showcases our approach to design—bold, fresh, and above all, customer-focused.



The Challenge

While our previous rebrands of Marks and Spencer’s Food and Clothing & Home divisions had brought new life to the business, the Café was stuck in the past. Popular with older shoppers, yes, but it lacked the vibrancy and energy that defined the newly revamped Foodhall. It needed to catch the eye of a younger, hungrier audience, while keeping the existing customer base happy. And with over 300 cafés across the M&S estate, this was no small task.


Most supermarket cafés feel like an afterthought, with the brand awkwardly slapped on top of a generic design. We knew we had to go deeper, creating something unique and intentional that would not only fit within the M&S brand but also elevate the café experience itself.



The Solution

We started by reimagining the M&S Café as more than just a place to grab a quick coffee. We wanted it to be a destination in its own right—a café that felt like your favourite local, but with the added quality and reliability that M&S is known for. Our concept was built around three key pillars:


  1. Creating a homely, welcoming environment that encourages customers to come back.

  2. Showcasing freshly prepared food and ingredients, highlighting the quality M&S is known for.

  3. Spotlighting the skill of M&S Café baristas and the story behind their coffee, from grower to cup.


Every detail was carefully designed to enhance the customer experience. The warm lighting, varied seating, and clear zoning create a welcoming space that feels familiar yet fresh. The main counter, a nod to the Café’s heritage, acts as a central hub that guides customers effortlessly through the space.



We also dialled up the food and coffee experience. The vibrant new palette and rustic textures reflect the fresh, quality ingredients. The ‘All Day Delicious’ strapline captures the essence of the café, while photography built around the principles of ‘Salivate,’ ‘Curate,’ and ‘Educate’ celebrates the taste and craftsmanship behind every dish. And let’s not forget the playful, confident messaging and typography that brings a new twist to the iconic M&S tone of voice.




The Results

What we delivered was a bold, fresh, and daringly different visual identity that seamlessly blends the magic of the Foodhall with the comfort of your favourite local café. It’s a space where the experience of enjoying good food and coffee feels just as important as the products themselves.



The best part? Our work has not only attracted a younger audience, but also brought a fresh energy to the M&S Café while staying true to the brand’s roots. It now has an identity that’s worthy of its name—and we’re proud to have been part of the transformation. Here’s to creating more spaces where great food, great coffee, and great design come together.



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