Studio Blackburn worked closely with the M&S Food team to bring their new health focused range, Nutrient Dense, to life. Our role was to take the heartbeat of the concept, its values and its intent, and translate that into a visual language with conviction. We challenged M&S to let the food do the talking, ensuring the design was present but never shouty. This was not about launching another health range. It was about expressing what health means for M&S. Powerful food that tastes good and does good.

Let The Food Do The Talking

Consumers are more informed than ever. They read labels. They question claims. They value transparency. In today’s market, products cannot hide behind design when it comes to health. Our role as designers was not to lecture. It was to respect that awareness.

Dieter Rams famously said, “Good design is as little design as possible.” That philosophy resonates here. Good food, like good design, is about balance. Just enough of what you need, with flavour and creativity maximised.

The visual identity and it’s system was deliberately restrained. Nothing unnecessary. Nothing performative. Just the essentials, executed beautifully.

Less, But Better

Designers often say, “less is more.” But what does that mean in this context?

For Nutrient Dense, it meant discipline. We ensured M&S remained clear about the range’s purpose. Food that works hard nutritionally while delivering on taste. At the same time, we honoured their distinct position in the market as the brand that makes everyday food feel a ‘tiny bit marvellous’. By anchoring the range in these two truths, we were able to strip away what was not essential and stand firmly behind what was. In stripping it back, we also ensured the range delivered super-clear navigational cues, making it effortless for customers to understand and shop.