M&S Food
Fresh market revolution
The challenge: 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.
Our approach: Breaking the mould
1. Category-specific design language
We treated each department as a distinct entity, developing visual languages tailored to individual product categories. This created an eclectic, market-like atmosphere while maintaining the cohesive M&S brand identity.
2. Local relevance, global standards
We crafted localised campaigns for each new concept store, including targeted press and outdoor advertising that resonated with community values while showcasing the enhanced shopping experience.
3. Bold visual disruption
We pushed beyond traditional supermarket aesthetics with larger-than-life graphics, vibrant colour schemes, and innovative display solutions that grabbed attention and encouraged exploration.
The solution: A market-inspired transformation
Department-specific personalities: We crafted bespoke typography, colours and visual elements that matched what customers expected to find – think rustic warmth for the bakery and fresh, vibrant touches for the produce section.
Wayfinding that works: We designed navigation that doesn't just get people from A to B, but draws them into seasonal discoveries and local gems they might have missed.
Flexible campaign framework: Our campaign system adapts beautifully to different locations while keeping that unmistakable M&S quality feel consistent everywhere.
Digital touches: We placed interactive elements exactly where they'd be most useful – product stories, recipe inspiration, and local sourcing tales that make shopping more engaging.
Celebrating local heroes: We created dedicated spaces to showcase regional suppliers and community favourites, making every store feel properly connected to its neighbourhood.
Spaces that speak to your senses: From carefully considered lighting to tactile materials, we designed environments where every element works together to make products irresistible and create distinct shopping experiences.
The results
A surge in sales: 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.
“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.”
Sharry Cramond, Marketing Director, M&S Food and Masterbrand and Director of Loyalty, M&S