M&S Flower Market Brand Transformation

About The Entry

In a bustling Foodhall where every product competes for attention, M&S's flower offering,

despite its premium quality, was failing to stand out. Our challenge was to create a brand

identity and packaging that matched the exquisite nature of the products themselves, transforming

perceptions and elevating the entire category.

With "Unforgettable" as our guiding principle, we crafted a visual identity as meticulously

arranged as the perfect bouquet. Moving from product to poetry, we designed a subtle

brand mark inspired by natural curves, hero still-life imagery against deep ivy backdrops,

and packaging that unfolds like a flower to reveal vibrant surprises within.

The packaging system represents the perfect choreography between beauty and function:

- Exquisite boxes featuring hero still-life stems against deep ivy backgrounds

- Premium ribbon details that transform everyday purchases into indulgent gifts

- Surprising interior reveals floods of vibrant colour that create genuine moments of

delight

- Bespoke internal structures that perfectly position flowers within their containers

For online orders, M&S uses FSC-certified recyclable paper with tonal branding, while

orders over £50 include a satin ribbon for an elevated unboxing experience. This attention

to detail extends the brand promise – premium, magical, and unforgettable – across every

touchpoint.

The transformation was comprehensive: every touchpoint was choreographed to balance

premium quality with universal accessibility, speaking volumes without shouting about it –

just like flowers themselves. This approach resonated with M&S's diverse customer base,

with 64% now perceiving higher quality and 50% more likely to purchase.

Beyond aesthetics, the rebrand aligned perfectly with M&S’s Plan A sustainability strategy – packaging was recyclable and made from recycled materials, with FSC-certified recyclable cardboard.

The Valentine's Day launch saw spending on cut flowers rise 6.6% to £100 million,

securing M&S the highest market share in the in-store floristry category. This is not just a

rebrand – this is an unforgettable transformation that proves beautiful design delivers

beautiful results.

Featured Media