2025
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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.
Entrant Company
Nantong Guojiajia Network Technology Co., LTD
Category
Product Design - Home Furniture / Decoration
Entrant Company
Di Tu Health Technology (Shanghai) Co., Ltd
Category
Product Design - Personal Care
Entrant Company
Arch Interior Design
Category
Interior Design - Showroom / Exhibit
Entrant Company
Explora Journeys
Category
User Experience Design (UX) - Travel