A brand for M&S that packs the power of plants

Brand Identity

Packaging Design

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 flavour centre 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.’

M&S Plant Kitchen - person eating a salad on served on a plate on top of a serving board whilst sitting legs crossed on the floor
M&S Plant Kitchen - Chilli Non Carne & Rice microwave meal package with a finished cooked version in the top left corner.
M&S Plant Kitchen - Dirty fries package on top of the cooked product.
M&S Plant Kitchen - BBQ Pulled jackfruit pizza packaging on top of the actual product.

Awards

3

Transform Gold for Best Development of a New Brand
Transform Silver for Best Visual Identity
DBA Design Effectiveness Award Bronze

Customers

1.5m

New customers unique to Plant Kitchen

Sales

60%

Incremental sales

New Audience

33%

Of customers were new to M&S

Penetration

1.5%

This is higher than any other supermarket vegan range

M&S Plant Kitchen - Dirty fries package on top of the cooked product.
M&S Plant Kitchen - Chilli Non Carne & Rice microwave meal package with a finished cooked version in the top left corner.
We wanted to give the packaging the same nurture and care as we give to the product, and we feel this fresh and forward-thinking design does just this.
Simon Brady,

Head of Food Brand and Design, M&S