OBJECTIVE
Review M&S’ Beers and Ciders range and recommend a strategy for developing the portfolio - removing poor performers and adding new products that would better reflect and complement the M&S brand.

OUTCOME
We recommended removing ‘me-too’ products, premiumising the range with a clear ‘Good, better, best’ structure and worked with our client to develop a coherent and contemporary range of beer styles.

We then created a series of labels that brought out the individual character of each product while giving the range an overall identity.

Reorganisation and redesign of Beer and Cider portfolio

Reorganisation and redesign of Beer and Cider portfolio

Good, better, best