Part of the core development team responsible for devising a strategic approach to the re-brand of Marks & Spencer: Typography | Tone of Voice | Packaging | Photographic Styling
The Brief: As a part of the core creative team our brief primarily was “…to re-establish M&S as a brand in the marketplace and take it from an institution to an innovator”. We were charged with the objective of making Marks & Spencer a relevant and a desirable go-to destination once again by creating an approach that unified all aspects of the business in its approach “One Brand, One Voice, Many Stories”
The Taste of the British Isles: In celebration of the best of our British food heritage, both the imagery on the packaging and the tone of voice, aim to represent the origin of the ingredients that have gone into the individual recipes; as well as the specific region of the British Isles from where they were grown/produced.
Photographic Styling: In contrast to the photographic style on packaging, the style for decór in the foodhall and café have adopted a very graphic overhead image of food, shot against a black background to create maximum impact and make the food absolute hero.