M&S Food was facing increasing competition in the premium grocery space. They needed to elevate their in-store experience while maintaining their reputation for quality. The brief was clear – create a store concept with "the mind of a supermarket, and soul of a fresh market" that would attract new customers while delighting loyal shoppers.
Giving every department its own character
We treated each department as a distinct destination, developing visual languages tailored to individual product categories. Together, they created an eclectic, market-like experience while still feeling unmistakably M&S.
Making each store feel local
We created localised campaigns for each new concept store, using targeted press and outdoor advertising to connect with the surrounding community while showcasing the enhanced shopping experience.
Designing for discovery
We pushed beyond traditional supermarket aesthetics with larger-than-life graphics, vibrant colour and unexpected display solutions designed to grab attention, spark curiosity and encourage customers to explore.
Bringing each category to life
We gave each department a distinct personality through bespoke typography, colour, materials and visual details – from rustic warmth in the bakery to fresh, vibrant touches in produce. Carefully considered lighting and tactile finishes made each space feel different while putting the products centre stage.
More reasons to explore
We rethought wayfinding to do more than simply get customers from A to B, drawing them towards seasonal finds, local favourites and new discoveries. Digital touchpoints added product stories, recipe inspiration and local sourcing tales exactly where they were most useful.
Rooted in community
We created dedicated spaces to celebrate regional suppliers and community favourites, making each store feel connected to its neighbourhood. A flexible campaign framework adapted to different locations while keeping the quality and character of M&S consistent everywhere.
Our reimagined concept delivered exceptional performance from day one, with the Hempstead Valley launch store seeing a 46% increase in overall sales within just two weeks of opening. Product volume increased by 60% across departments, with the bakery section experiencing a remarkable 300% sales growth.
M&S Food Store Design
Fresh market revolution
Sharry Cramond
Marketing Director, M&S Food and Masterbrand and Director of Loyalty, M&S
"Whippet totally understand what drives customers, so their solutions always work. Plus, they're a great bunch of people to work with, always willing to go the extra mile."