M&S Flower Market

Taking the M&S flower offering into a blooming new era

The challenge: Revitalising a fading floral brand. M&S approached us to breathe new life into their flower brand. While they’ve always been known for their exceptional quality, their flowers had become an unloved corner of the Food Market.

Digging into the brand’s roots, our challenge was to lay the groundwork for a refreshed, premium identity – with the guiding principle: ‘these are not just flowers’.

Our approach: Building a story of unforgettable moments

1. Digging into the
brand roots

We began with a collaborative workshop to get to the roots of M&S's floral offering. This helped us land on a simple truth: although flowers fade, the memories and feelings they evoke linger.

We now had our mission – to make those moments truly unforgettable. We set about redesigning the brand from the ground up, with unforgettable underpinning everything. Every touchpoint had to exude craftsmanship, thoughtfulness, and beauty.

2. Naming

We explored naming territories that invited customers into a space of discovery, where each bouquet tells a seasonal story. It was important for our chosen name to lean into the flower brand as a destination, offering moments of surprise and delight.

3. Creating a
vibrant identity and unforgettable experience

We explored a sophisticated palette with pops of moss, lily, and peony pink to bring depth and vibrancy to the brand. And we knew the voice needed to bloom with warmth and personality, with just the right amount of playfulness and whimsy.

The solution: Introducing M&S Flower Market

Name: M&S Flower Market invites customers into a space of discovery, where each bouquet tells a seasonal story. The experience becomes both a destination and a journey through the vibrant world of florals.

Logo design: We created a new brand mark, inspired by the curves of a flower and soft ribbons with subtle ‘M’ letterforms. This was embossed across collateral

Visual identity: We rooted the brand in rich, bold colours. Deep ivy green became the foundation with moss, lily and peony pink. Our hero flower, the Hellebore, photographed as a single exquisite stem, was chosen to symbolise the quality, freshness and passion that infuses every bloom.

Packaging: We elevated the unboxing experience, designing luxurious packaging in deep ivy tones that reveal a vibrant moss surprise underneath – a little moment of magic to delight the receiver.

Tone of voice: the new tone of voice blooms with warmth and personality, striking the perfect balance between premium and playful. Descriptions are whimsical, often with a nod to foodiness – bringing lightness and M&S charm to the storytelling.

Collateral: Every element, from care guides to gift cards, was meticulously designed to leave a lasting impression – one that lingers long after the flowers themselves.

The results: A vibrant and memorable rebrand

A consistent, elevated brand experience:
The M&S Flower Market identity now offers a cohesive and memorable journey across all touchpoints, from the first in-store encounter to the last unboxing moment at home.

"Whippet took our vision and transformed it into something unforgettable. Once a brand that was more about practicality than personality, Flower Market has blossomed into something vibrant, premium, and full of life. From the stunning new photography and captivating in-store presence to the exquisite packaging and thoughtfully designed care guides—every touchpoint feels extraordinary. And that's before you've even laid eyes on the beautiful flowers themselves."