Marks & Spencer Skincare Range Formula Relaunches
– Positioning, Identity, and Packaging Design by DewGibbons + Partners –
Marks & Spencer’s signature skincare range Formula has relaunched. With formulations and product lines both undergoing an overhaul, the retailer once again turned to DewGibbons + Partners to review the positioning then rationalise and redesign Formula’s identity and packaging, following their collaboration on the Josh Wood Haircare range.
Available exclusively from Marks & Spencer stores nationwide and online at, Formula includes six skincare collections.
With a vast array of product options that provide solutions for virtually all skincare concerns, DewGibbons + Partners defined the brand’s positioning 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 colour-coded band. Taking pride of place on the packs are key words, claims, or percentages that highlight the product’s benefits – tone of voice is friendly, positive, and informative. Colour and finishes are used to distinguish each collection.
Matthew Gilpin, design director at DewGibbons + Partners, said: “Formula now has a clear proposition and branding system. The new design is impactful, consistent and easy to navigate, whether viewed in-store or online. Elevating each product’s key benefit and result gives the entire Formula portfolio a new-found confidence.”
Designed by: DewGibbons + Partners, United Kingdom.

Marks & Spencer Formula Range Relaunch

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