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Unpacking the story behind our award-winning shopping bag design for M&S


Big news: we’ve just bagged (pun intended!) a Silver POPAI award with M&S Food in the Grocery & General Merchandise – Temporary Display category. But this win is just the cherry on top. The real story is the journey behind the best looking bag on the high street, and how we helped transform an everyday item into something truly iconic.


Thinking outside the bag

M&S gave us a challenge: redesign their paper shopping tote to reflect everything they stand for—quality, freshness, heritage, and of course, that M&S magic. We wanted to create a bag that was more than just something to carry your groceries in. It needed to be a statement.



Fresh produce (and ideas)

We started with the most natural material possible: actual produce. We used food to visually tell the story of the UK’s diverse nations, creating bold, beautiful designs that emanate M&S. Here's what we came up with:


  • England: The Union Jack made from strawberries, raspberries, blueberries, blackberries, and meringues. Sweet, right?

  • Wales: The Welsh Dragon built from chillies, leeks, tomatoes, and spices (this one took eight hours to get just right!).

  • Scotland: A St. Andrew’s Cross made with oats and berries, an intrinsically Scottish pair.

  • Ireland: A map of Ireland shaped with broccoli and green veggies to keep it characteristically verdant.



Each region got its own unique look, showcasing the diversity and richness of local produce. These weren’t just designs—they were celebrations of the countries and M&S’s commitment to local farmers.


Hands-on, every step of the way

We were there from start to finish, from sketching ideas to hand-slicing and painstakingly placing every piece of produce for the perfect shot. This was a real team effort, and we didn’t just make a bag—we created an ownable asset that M&S now uses everywhere. You’ll see these vibrant, mouth-watering designs in-store, online, and anywhere M&S talks about Britishness, seasonality, and farm to foodhall.


Not just any bag

This project wasn’t about creating a one-off; we aimed for longevity. The bags are designed to be used all year round, and they’ve become much more than just a functional carrier. Customers love them because they’re striking, authentic, and unmistakably M&S. They stand out on the high street and make people feel proud to carry them.


Oh, and did we mention they’re also 100% plastic-free, durable enough to carry up to 15kg, and in line with M&S’s Plan A sustainability initiative? These bags aren’t just eco-friendly; they’re a symbol of M&S’s commitment to doing things better for the future of the planet.


Photo: Marks and Spencer

The bigger picture: supporting local growers

M&S has a long-standing relationship with British farmers, and we wanted the bag designs to reflect that. The fresh produce we used in each design tells the story of M&S’s dedication to local suppliers, and is a visual shout-out to the farmers who make M&S food as special as it is.


To drive that point home, we added ‘Supporting British suppliers’ on the back of every bag. For each region, this message was tailored to showcase their local heroes.


What’s next?

This project proves that great design can do more than just look good—it can last, inspire, and tell a story. And we’re not done. We see this as the start of something that will continue to evolve, keeping M&S ahead of the curve in sustainability, design, and their connection with customers.


In the end, we didn’t just create a bag. We created a movement. And the best part? The journey is far from over. “When you see one of these bags, you know it’s M&S,” said Whippet’s Associate Creative Director, Ashley Hodge. “They have a life of their own. No other retailer can do what M&S has done.”


So, next time you spot one of these bags on the high street, know that it’s more than just a way to carry your weekly shop. It’s a celebration of British farming, fresh food, and what’s possible when we think outside the bag.

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