M&S Café

Creating a warmer, more contemporary in-store café experience.

Client

Marks & Spencer

Services

Art Direction Brand Identity Campaign Roll-out Packaging Design Brand Guidelines

Sector

Retail

Agency

Whippet, London

M&S Café

Challenge

Refresh the M&S Café identity to create a more welcoming, hospitality-led experience for a broader, younger audience.

Refresh the M&S Café identity to create a more welcoming, hospitality-led experience for a broader, younger audience.

Refresh the M&S Café identity to create a more welcoming, hospitality-led experience for a broader, younger audience.

Approach

Developed a visual identity inspired by traditional bakeries, combining bold graphic forms, tactile materiality and condensed typography into a flexible system for use across physical and digital touchpoints.

Developed a visual identity inspired by traditional bakeries, combining bold graphic forms, tactile materiality and condensed typography into a flexible system for use across physical and digital touchpoints.

Developed a visual identity inspired by traditional bakeries, combining bold graphic forms, tactile materiality and condensed typography into a flexible system for use across physical and digital touchpoints.

Solution

A cohesive identity system that brought greater warmth, consistency and character to the café experience while remaining true to the M&S brand.

A cohesive identity system that brought greater warmth, consistency and character to the café experience while remaining true to the M&S brand.

A cohesive identity system that brought greater warmth, consistency and character to the café experience while remaining true to the M&S brand.