How M&S Plant Kitchen was inspired by authentic street food.
When M&S came to us for help developing the brand identity and packaging design for their new plant-based range, we put flavor center stage, and developed a vibrant, cosmopolitan brand inspired by street food. Bursting with energy and irresistible taste, every visual evokes a simple but inspiring thought: ‘unleashing the power of plants.’
Unleashing the power of plants.
The Change
Plant-based eating is one of the fastest growing consumer trends today. As it moves from being an ethical lifestyle choice to common-sense healthy eating habit, M&S wanted to capitalize on the opportunity. They came to us to develop the brand for their very own vegan range with the unique competitor advantage of flavor with no compromise.
The Opportunity
Working closely with M&S, we took them from category opportunity to launch in a matter of months. We developed this flavor-based range by taking inspiration from street food, creating a dynamic and cosmopolitan brand that powerfully communicates the benefit of ‘unleashing the power of plants’, also ensuring the brand can’t be missed through the use of an ownable, category-defining blue.
The Results
60% of Plant Kitchen sales have been incremental in the first three months since the launch and brand penetration has reached an impressive 5.6%.
Awards
• DBA Design Effectiveness Award
• Best Development of a New Brand Within an Existing Brand Portfolio (Gold) – Transform Europe Awards
• Best Visual Identity from the Food and Beverage Sector (Silver) – Transform Europe Awards
