How M&S transformed its own-brand packaging with a more expressive design system

Summary

M&S has reinvented its own-brand packaging, moving away from uniform templates to more expressive, contemporary designs. The shift includes minimalist ingredient-focused packs, playful illustrations in bakery and confectionery, and premium deli-style designs. The article features insights from John-Paul Hunter, head of packaging design at M&S, on how the team built a more expressive own-label design system that makes shelves feel less uniform and more experimental.

Source

Creative ReviewHow M&S transformed its own-brand packaging with a more expressive design systemcreativereview.co.uk