United Kingdom-based retailer Marks & Spencer’s signature private brand skincare range Formula has relaunched. With formulations and product lines both undergoing an overhaul, the retailer engaged DewGibbons + Partners to review the positioning then rationalize and redesign Formula’s identity and packaging, following their collaboration on the Vertex Award winning Josh Wood Haircare range. The line includes six skincare collections.
With a vast array of product options that provide solutions for virtually all skincare concerns, the brand’s positioning was defined as ‘Find Your Formula’ – whether you need to smooth fine lines or improve skin elasticity, M&S will help you find your perfect regime. The packaging architecture and the design for each collection has individual touches that appeal to differing target consumers, whilst also providing clear on-shelf and on-pack navigation, allowing them to easily understand they can combine products from any Formula collection to best suit their skincare needs.
The redrawn Formula word marque is a simple yet elegant sans serif font. The letterforms are fine and precise with rounded characters for a friendly feel. The detail in the cross bar of the A adds an ownable element to the logo. To ensure Formula’s large tiered portfolio is communicated clearly to the consumer, the appropriate collection name is always centrally sited below the Formula logo on the bottom third of the pack in a color-coded band. Taking pride of place on the packs are keywords, claims, or percentages that highlight the product’s benefits – tone of voice is friendly, positive, and informative. Color and finishes are used to distinguish each collection.