M&S came to us to breathe new life into its flower brand. Despite a reputation for exceptional quality, flowers had become an unloved corner of the Food Market. Our challenge was to put them back in bloom with a fresh, premium identity – rooted in one simple thought: these are not just flowers.
Finding the unforgettable
We started with a collaborative workshop to get to the roots of M&S’s floral offering, landing on a simple truth: although flowers fade, the memories and feelings they evoke linger. Unforgettable became our guiding idea, with every touchpoint designed to feel crafted, thoughtful and lasting.
Creating a destination for flowers
We explored naming territories that invited customers into a world of discovery, where every bouquet could tell a seasonal story. The name needed to establish the flower brand as a destination in its own right, full of moments of surprise and delight.
Bringing the brand into bloom
We explored a sophisticated palette with pops of moss, lily and peony pink, bringing depth and vibrancy to the identity. Alongside it, we developed a warm, characterful voice with just the right amount of playfulness and whimsy.
From flowers to Flower Market
We created M&S Flower Market – a name that turned the floral offering into a destination for discovery, where every bouquet tells a seasonal story. A new brand mark, inspired by the curves of a flower and soft ribbons, featured subtle ‘M’ letterforms and was embossed across collateral to add a crafted, premium finish.
A distinctive world of florals
We rooted the identity in deep ivy green, with vibrant pops of moss, lily and peony pink. The Hellebore became our hero flower, photographed as a single exquisite stem to capture the quality, freshness and care behind every bloom. We paired this with a warm, playful tone of voice, using whimsical descriptions and subtle nods to foodiness to give the brand that M&S personality.
Making the moment last
We designed the whole experience around the joy of receiving flowers. Deep ivy packaging opened to reveal a vibrant moss interior – an unexpected moment of colour and delight. From the unboxing to care guides and gift cards, every detail was designed to make the experience feel considered and memorable long after the flowers arrived.
M&S Flower Market now has one clear, premium identity that carries right through the customer experience. The branding, packaging and in-store touchpoints work together as one recognisable system – creating a more consistent journey from choosing a bouquet in-store to opening it at home.
M&S Flower Market
A blooming new era
Kathryn Turner
Director of Product Development
"Whippet took our vision and transformed it into something unforgettable. Once a brand that was more about practicality than personality, Flower Market has blossomed into something vibrant, premium, and full of life. From the stunning new photography and captivating in-store presence to the exquisite packaging and thoughtfully designed care guides – every touchpoint feels extraordinary. And that's before you've even laid eyes on the beautiful flowers themselves."