M&S Plant Kitchen
Our design for Marks & Spencer’s product range ‘Plant Kitchen’ helps to unleash the power of plant-based nutrition.
There is a seismic change happening to people’s eating habits with plant-based eating becoming one of the fastest growing consumer trends in the Western world. Working closely with M&S, we took them from category opportunity to launch in no time flat. Taking inspiration from street food, we created a dynamic and cosmopolitan brand that powerfully communicates the benefit of ‘unleashing the power of plants’, also ensuring the brand can’t be missed by through the use of an ownable, category-defining blue.
The design has been very well received and consumers have responded positively to a range that feels unapologetic and full of flavor – 60% of Plant Kitchen sales have been incremental and brand penetration has reached an impressive 5.6%.
Won Gold for ‘Best development of a new brand within an existing brand portfolio’ and Silver for ‘Best Visual Identity from the Food and Beverage sector’ at the 2020 Transform Europe Awards, and Bronze at the 2020 Design Effectiveness Awards.
Plant Kitchen brought 1.5 million unique customers to M&S stores specifically looking for the range and 80% of these repeat purchased. It now has the largest household penetration level against vegan range competitors.
Strategy and Positioning
Innovation and NPD