Whippet wins Gold at the London Design Awards for M&S Flower Market rebrand

Whippet has won Gold at the London Design Awards for the M&S Flower Market rebrand. This recognition in packaging design follows a comprehensive transformation that turned around both customer perceptions and commercial performance.

The project took M&S's floral offering from background player to category leader, with the rebrand securing M&S the highest market share in the in-store floristry category.

The brief: a lasting impression

M&S approached us with a clear challenge. Their flowers delivered exceptional quality, but in the bustling Foodhall environment, they were failing to stand out. The brief was to create a brand identity that matched the premium nature of the products themselves.

Our mission became making the M&S flower experience "unforgettable." While flowers naturally fade, we wanted to ensure the feeling they create would endure. This meant balancing premium positioning with universal appeal across M&S's diverse customer base – which includes half the UK population.

The solution: from product to poetry

The rebrand centres on three core design elements that work together to transform the entire customer experience.

1. Brand identity: We created a subtle brand mark inspired by flower curves and ribbons. Hero photography features single stems against deep ivy and moss backgrounds, positioning each bouquet as the protagonist of its own story.

2. Packaging innovation: The real magic happens in the unboxing. Exquisite boxes unfold like flowers to reveal vibrant colour surprises within. Premium ribbon details transform everyday purchases into gifts that feel genuinely special.

3. Sustainable technology: We integrated M&S's Plan A sustainability commitments throughout. All packaging uses FSC-certified recyclable materials, while patented moisture technology extends bloom freshness by 48 hours and reduces waste.

The Valentine's Day launch timing maximised impact during the biggest floristry moment in the M&S calendar.

The numbers tell the story

The transformation delivered across every metric that matters.

• Customer perception shifted: Post-launch surveys show 64% of customers now see M&S flowers as higher quality, with 62% perceiving a more premium experience. Half of customers say they're now more likely to buy flowers from M&S.

• Commercial impact: The Valentine's Day launch saw cut flower spending rise 6.6% to £100 million, securing M&S the highest market share in the in-store floristry category.

• Sustainability goals met: The rebrand achieved a 22% reduction in floral waste while ensuring all packaging aligns with M&S's 2025 recyclability targets.

Kathryn Turner, Director of Product Development at M&S, explains the transformation: "Once a brand that was more about practicality than personality, Flower Market has blossomed into something vibrant, premium, and full of life."

Why this matters

By focusing on genuine human connection points rather than chasing trends, we transformed a grocery purchase into an emotional experience that works across M&S's incredibly diverse customer base.

This London Design Awards recognition confirms what drives our daily work – strategic thinking paired with creative execution creates change that matters, delivering both commercial success for brands and lasting emotional impact for customers.

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