M&S Food came to us ready for its next chapter. The brand was flying, but its core identity and in-store experience had started to drift apart. It was time to bring everything back together around one clear ambition: inspire a love of food through a fresh market experience. We set out to create a lovingly foodie visual and verbal identity that could unite the brand and usher in a new era for M&S Food.
Bringing the fresh market spirit to M&S
We explored what makes fresh markets so special – vibrant destinations where food lovers come together to discover something new. Taking inspiration from stores and markets from Texas to London to Melbourne, we set out to bring that same sense of discovery and delight into the supermarket.
Putting ‘We love food’ at the heart
M&S Food’s genuine passion for food – its origins, flavours and stories – gave us our guiding principle: ‘We love food’. It became the foundation for every design decision, helping the brand go beyond selling products to inspire that same love of food in its customers.
Balancing special with accessible
We brought the energy, craft and community of artisanal markets together with the reliability and reach of mainstream retail. This balance helped us create an experience that feels special but accessible, turning the everyday food shop into a journey of exploration and discovery.
A new language for food lovers
We refined M&S Food’s verbal identity around ‘We love food’, celebrating the origins, flavours and stories behind the food with a warmer, more passionate voice. Bespoke typefaces brought the same character visually, combining the personality of hand-crafted market signage with the clarity needed across a national retailer.
A design system inspired by the market
We created a flexible grid inspired by the organised spontaneity of market stalls, allowing structured information to sit alongside moments of discovery. A food-inspired colour palette brought the system to life with delicious, distinctive hues that felt more authentic to M&S than traditional supermarket colours.
Putting the food centre stage
We established a signature photography style designed to let the product do the talking. Natural lighting, minimal propping, frame-filling compositions and perfectly imperfect plating made the food feel fresh, generous and irresistibly real.
The refreshed identity gives M&S Food a distinctive, recognisable brand world that feels uniquely its own. Bespoke typography, the grid system, food-inspired colour and signature photography now work together consistently across packaging, digital and in-store, creating a more joined-up experience wherever customers meet the brand. Most importantly, it brings the spirit and spontaneity of a fresh food market together with everything customers expect from M&S – giving the brand a clear and ownable place in a crowded market.
M&S Food Brand Transformation
Unveiling a fresh M&S Food rebrand
"Together with Whippet, we’ve created something truly special. This is more than just a rebrand. It’s about creating an identity that connects with our customers at their very core. Every element captures the vibrant energy, artisanal quality, and passionate spirit that defines who we are."
Sharry Cramond
Marketing Director, M&S Food and Masterbrand and Director of Loyalty, M&S