M&S International Foodhalls
Creating a photography system that balances M&S Food’s premium reputation with warmth, authenticity, and human connection.
overview
As M&S Food expanded its foodhalls internationally, the brand needed imagery that felt natural and approachable while maintaining its reputation for quality and refinement. I worked with the creative team to redefine the art direction for this next chapter.
Concept & Execution
We shifted the visual language from polished perfection to “crafted casual,” focusing on daylight-driven compositions, natural textures, and modest props. The goal was to create warmth, honesty, and accessibility without compromising M&S’s premium positioning.
The photography system accounted for scale, ensuring imagery felt proportional and human across large foodhall walls. Hand-set type and tactile details added a subtle, intimate layer to communications.
By prioritising genuine moments over staged perfection, the visual language invited customers in rather than keeping them at a distance, creating an approachable, emotionally engaging experience.
OUTPUT
I worked closely with stylist Lesley Dilcock and photographer Emma Lee to develop the imagery, shaping composition, tone, and tactile details that could be applied consistently across environments.
Photography system for global foodhalls, scaled wall imagery, and a cohesive visual language for in-store communications that balanced authenticity with refinement.
Conclusion
The imagery successfully rebalanced the brand’s emotional tone, making M&S Food feel more human, approachable, and warm while preserving its elevated quality.
Rolled out globally, the crafted casual photography system strengthened emotional connection with customers, enhancing authenticity and accessibility across M&S Food’s expanding international footprint.
