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 bythrough 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 flavour – 60% of Plant Kitchen sales have been incremental and brand penetration has reached an impressive 5.6%.
Awarded 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