M&S Food
Unveiling a fresh M&S Food rebrand
The challenge: In 2024, our long-standing client M&S Food approached us with an exciting challenge. Despite huge success in the market, its core identity and in-store experience had drifted apart. They recognised the need for a creative realignment to bring harmony to their brand with a clear vision: inspire a love of food through a fresh market experience. So, we set out on a journey to create a lovingly foodie visual and verbal identity that would mark the next era of M&S Food.
Our approach: Capturing our foodie essence
1. Defining the fresh market spirit
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We began by exploring what makes fresh markets special: they're vibrant destinations where food enthusiasts gather.
Places of discovery and delight that balance artisanal quality with everyday accessibility. This insight became our North Star: to create a fresh market experience within the walls of a supermarket, taking inspiration from stores and fresh markets across the globe from Texas to London to Melbourne.
2. Embracing "We love food" as our guiding principle
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We used the brand's genuine passion for food – its origins, flavours, and stories. This simple but powerful concept "We love food" became the foundation for every design decision, ensuring the brand would not just sell products but inspire the same love of food in customers.
3. Building bridges between worlds
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We crafted a strategic framework that connects the vibrant, community-focused energy of artisanal markets with the reliability and reach of mainstream retail. This balance allowed us to create a brand that feels both special and accessible – inviting customers into a world where everyday shopping becomes a journey of exploration and discovery.
The solution: Bringing the fresh market experience to life
A unique tone of voice: We refined the brand's verbal identity to communicate a genuine passion for food, using language that celebrates food stories, origins, and flavours — embodying the "We love food" essence in every communication.
Custom typography: We commissioned bespoke typefaces from Simon Walker that balance the warmth and personality of market signage with the clarity and consistency needed for a supermarket.
Distinctive grid structure: We implemented a flexible grid system inspired by market stall layouts – creating a visual organisation that allows for structured information and spontaneous moments of discovery across all touchpoints.
Food-inspired colour palette: We developed a spectrum of hues that celebrated our love of food, differentiating us from the typical brash colours often found in supermarkets. By doing so, we’re able to dial up the delicious foodie colour choices that feel more authentic to M&S as a brand.
Signature photography style: We established core photographic approaches that would allow our food to shine. Natural lighting, minimal propping, and filling the frame alongside perfectly imperfect plating help create an environment that allows the products to look their best.
"What's remarkable here is the balancing act. It feels like a fresh market but works with the scale and precision of a national supermarket chain. It's special yet accessible, premium yet welcoming."
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Sean Dwyer, Creative and Principal Director, Whippet
The results: Building a fresh market future for M&S Food
A distinctively ownable identity: The refreshed brand system created a uniquely recognisable presence that stands out in a crowded marketplace. The custom typography, distinctive grid system, food-inspired colour palette, and photography styles work together to form an identity that's immediately identifiable and uniquely M&S.
Seamless customer experience: By using consistent visual and verbal elements across all touchpoints from packaging to digital platforms to in-store, we created a cohesive brand journey that strengthened recognition and built trust at every step.
Balancing fresh market and mainstream: The evolved brand successfully bridges two worlds – capturing the vibrant, authentic feel of fresh food markets while delivering the reliability and convenience of a premium supermarket experience. This distinct positioning sets it apart in a competitive landscape.
"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."​
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Sharry Cramond, Marketing Director, M&S Food and Masterbrand and Director of Loyalty, M&S