Marks & Spencer

2005 — Packaging

We designed the entire packaging range for the household storage department of Marks & Spencer’s Lifestore. Our aim was to introduce an element of fun to the more mundane domestic purchases. The basic concept uses hundreds of coloured polypropelene swingtags, taking the form of whatever would normally be stored in that particular item, e.g. a CD shape for a CD rack, a T-shirt shape for a laundry basket. There were also 50+ box designs and stickers for pre-packed items. Detail is key to the design ­— brass rivets and black thread for swing tags, and our complex illustrations for boxed items.

Initially designed for the Lifestore — the short-lived 6500m2 IKEA challenger located in Gateshead — the packaging was then rolled out into stores across the UK.