UK retailer Marks & Spencer (M&S) has completed a major redesign of its own-label beer portfolio across retail stores nationwide. Developed in collaboration with specialist drinks-branding agency Thirst, the refresh replaces traditional own-brand packaging conventions with two distinct design architectures: a story-driven Continental lager range and a partner-centric craft beer platform.

The rollout reflects a shift in own-label beverage design, moving away from generic regional styling toward detailed provenance storytelling and elevated brewery collaboration.

Dual Range Packaging Strategy

The redesign encompasses two distinct product pillars within M&S's beer aisle, addressing different consumer segments while establishing clear visual tiering across standard, premium, and low-and-no alcohol offerings.

To balance regional heritage with modern craft credentials, M&S and Thirst established two differentiated visual frameworks:

🍺 Continental Lager Range: A storytelling system inspired by vintage postage stamps, featuring etched-style national animal illustrations, distinct typography, and vibrant colour palettes to verify authentic country-of-origin brewing.

🍺 Craft Beer Collaboration Range: A contemporary badge-led packaging structure that elevates partner breweries to the top of the can, combining co-branding credentials with style-specific typography and flavour-driven colour coding.

Vintage Postage Stamp Concept

A core challenge for the Continental range was verifying authentic provenance on shelf, as every lager in the line is brewed directly in its country of origin.

To communicate this without relying on standard geographical tropes, Thirst developed a collectable stamp-based design language. Each variant functions as a visual destination, incorporating bespoke typography and modern etched illustrations of native animals to reflect traditional stamp engravings.

Due to production constraints across four different international printing sites, the design team avoided metallic foils or embossing, relying entirely on composition, detailed illustration, and colour theory to deliver a premium feel.

Craft Beer Line

The craft beer redesign prioritises brewery transparency and style recognition across core, premium, and alcohol-free variants.

The design centres on a bold top-of-can badge system that puts the partner brewery name first, anchored by the M&S mark as a seal of quality assurance. The visual language adapts according to beer style and flavour profile:

🌾 Session Beers: Utilises relaxed, approachable lettering and bright palettes.

🌫️ Hazy and IPA Styles: Features fluid, wavy typography complemented by fine line work.

🇺🇸 American-Style Brews: Incorporates bold, classic Americana-inspired typography.

✨ Premium and No-Alcohol Tiers: Premium SKUs adopt dark, restrained tonal palettes to indicate higher intensity, while alcohol-free variants incorporate white and blue visual cues to align with category standards.

Packaging Realisation

The updated beer range has commenced commercial availability across M&S Foodhalls and retail stores throughout the UK.

Dave Bond, Designer at M&S, stated that the simultaneous redesign of both the craft and Continental ranges establishes a contemporary visual presence across the retailer's beer aisle.

About Thirst

Thirst (Thirstcraft) is an international drinks-branding agency operating out of Glasgow and New York, specialising in brand strategy, packaging design, and identity systems for global beverage brand owners and craft producers.