Unveiling a fresh M&S Food rebrand

M&S Food has long been defined by quality. Rigorous sourcing, consistent innovation and strong product performance have earned deep customer trust over decades.



Yet the brand experience surrounding the food had evolved in parts rather than as a whole. Packaging, stores, digital and advertising worked independently but lacked a unifying idea to express the vibrancy and craft of the products themselves.



Our ambition was simple: make the brand as good as the food.



Inspired by the openness, abundance and pride of fresh markets, we created a cohesive identity system guided by one clear idea: we love food. Not as a campaign line, but as a principle shaping every touchpoint. If M&S loves food, that passion should be visible in how products are named, photographed, coloured and displayed.



A food-first colour palette drawn from real ingredients – Dijon mustard, broccoli, gooseberry, pepper, mushroom and meringue – replaced generic retail brights with tones rooted in flavour. Bespoke typography inspired by traditional market signage balances warmth with clarity, allowing product names to lead with confidence.



Photography was redefined to make food the hero, using natural light, close framing and visible texture to celebrate appetite appeal. A flexible grid system introduced structure across thousands of products, store formats and digital platforms, while new in-store storytelling improved navigation and brought provenance and quality credentials to life.



The system extends seamlessly into advertising and digital, creating a single, connected brand world across every channel.



By Christmas 2025, the transformation was delivering tangible results. In the 13 weeks to 27 December 2025, M&S Food delivered +6.6% total sales growth and +5.6% like-for-like growth, generating £2.7bn in Christmas quarter sales and reaching a record 4% market share. In 2026, M&S ranked #1 in YouGov’s UK Best Brand Rankings.



M&S Food now communicates with the same care and craft that define its products – proving that this is not just food, this is M&S Food.