The brief: M&S commissioned me to develop a strong range identity for their till point confectionery, one that could exist within the overall M&S brand profile. We approached the project by firstly defining the different consumer motivations for the consumption of different types of chocolate. We categorised the existing products into distinct clusters to reflect these specific motivations.
New Chocolate Snack Range: Working closely with the M&S product development team on this new range of snack bars, we identified a younger audience as the core target group. A ‘snack on-the-go’ was the appeal of this type of chocolate bar – being relaxed, easy and fun. We made the product image more dynamic, printing on foil wrappers, yet still retained the over-all branded look of the complete range.
‘Indulgent’ Range: The design appeal of this range is more indulgent, with detailing on the product ingredients showing through the clear window area, creating the feeling of premium continental boxed chocolates in a bar format.
“ We are really delighted with the work that Sarah and her team did for us on our confectionery range. The packaging for this area had been designed over time and much of it was looking very dated and there was no consistency across any of the product ranges. We now have a holistic approach and a very visually tempting design which looks good on the individual packs and very strong on shelf, in store. Sarah is a pleasure to work with and really gives her all to the project.”
Jane Hayman – Head of Marketing Design & Production MARKS & SPENCER