M&S INTERNATIONAL FOODHALLS
OVERVIEW
M&S Food, known for elevated sourcing and refined presentation, needed a photography style that resonated emotionally as it expanded its foodhalls globally. Creation of imagery that felt natural, approachable, and aligned with the brand’s premium positioning.
STRATEGY
The strategy shifted the visual language from polished perfection to crafted casual. By focusing on daylight-driven compositions, natural textures, and modest props, the approach aimed to create authenticity and warmth while maintaining the brand’s elevated image.
OUTPUT
Working with stylist lesley dilcock and photographer emma lee, I defined the art direction, shaping composition, tone, and tactile details. I was also responsible for the design layout, production of custom ligatures, and printing of the letterpress signage. We refined a photography style that worked across retail environments, ensuring imagery felt honest, emotionally engaging, and consistent, while supporting M&S Food’s international expansion. Every element, from imagery to tactile signage, reinforced the crafted, approachable premium tone.
IMPACT
The new visual language rebalanced the brand’s emotional tone, inviting customers into a more approachable, human experience without compromising refinement. Applied globally, it shifted perceptions of M&S Food, reinforcing authenticity and accessibility at scale.
