The refreshed Plan A brought greater consistency to sustainability communications across M&S. By March 2025, M&S had removed 500 million units of plastic as part of its wider Plan A programme.
Client
M&S Plan A
Role
Design & Direction Campaign Development In-store POS
Sector
Retail
Agency
Whippet, London
M&S wanted to bring consistency to Plan A across Fashion, Home, Beauty and Food. Starting with the existing identity, we developed a flexible system that brought the different communications together while still feeling unmistakably M&S.
Product photography became the linking element, allowing colour, texture and materiality to tell the story. We paired this with short, impactful statements, a new manifesto and elements of the existing Plan A palette to stand out in busy retail environments.
