M&S

Making M&S easier to understand and shop.

Re-branding a British retailer with over 700 stores in the UK. M&S, Britain’s largest clothing retailer, was regularly criticised for being too homogeneous in its buying experience. In addition, a proliferation of sub-brands and different signage systems made it difficult for people to find their way around the stores. People often complained that they got lost.

The aim of this project was to improve the in-store experience and make the stores easier to shop. This was achieved by reducing the number of sub-brands and by creating greater visual distinction between the offers. Labels, logos and colour themes were redesigned and sub-brands given individual signage systems and in-store fittings together with new mannequins.

This work was carried out while at Landor.
Brand strategy / Visual expression / Signage system / Packaging.