M&S Café
Destination delicious: Reimagining a
retail classic
The challenge: Following our successful rebranding work across their business, M&S challenged us to completely reimagine their café experience for a younger, more food-savvy audience. This wasn't just about updating a look – it was about creating a destination that could compete with standalone cafés while maintaining the M&S magic. Our mission: craft an experience that's "as foodie as the Foodhall" with taste-great (and does-great) coffee in an environment that keeps customers lingering longer.
Our approach: Hospitality, Not Supermarket
1. Powerful positioning
We established a unique brand position: "All the magic of the Foodhall, with the warmth and love of your favourite local" – creating a North Star for every decision.
2. Category disruption
We deliberately broke from retail café conventions, looking instead to independent hospitality venues for inspiration on atmosphere, service style, and presentation.
3. Brand evolution,
not revolution
We maintained enough M&S DNA to feel familiar while introducing fresh elements that signalled a new chapter – evolving rather than abandoning their beloved brand equity.
The solution:
All Day Delicious has Arrived
Bold visual identity: Created a daringly different visual system that elevated the café beyond typical retail expectations – more boutique hospitality than supermarket convenience.
Food-inspired palette: Drew colour inspiration directly from the vibrant food offerings, with rustic textures that reinforced craft and quality in every touchpoint.
Three-pillar photography: Developed a distinctive photography approach built around three principles – 'Salivate', 'Curate', and 'Educate' – creating images that tantalise, showcase, and inform.
Playful brand assets: Crafted a toolkit of typographical stamps, playful stickers, and bold price points that added personality while reinforcing brand values throughout the experience.
Iconic tone of voice: Seasoned the classic M&S voice with a dash more playfulness – creating a fresh twist on the familiar tone that everyone knows and loves.
The results:
A fresh favourite with customers
The reimagined M&S Café now stands as a genuine destination in its own right – attracting new customers while delighting loyal M&S shoppers. The concept successfully bridges the gap between retail convenience and café culture, giving M&S a competitive edge in the growing "food plus experience" market. It's not just a place to refuel during shopping – it's "Destination Delicious."
“Whippet presented a powerful vision for M&S Café. They stayed true to it at every point of the journey, and the final outcome was everything we had hoped for and set out to achieve.”
Sharry Cramond, Marketing Director, M&S Food and Masterbrand and Director of Loyalty, M&S