The value range is very simple, the ideas originate from the style of shop signs in the era M&S was founded in the 1880’s. The serif style type mixed with a cooperate, modern font gives the packaging a modern edge to attract the target audience.
The gluten free range is bright, modern and attractive. The sunflower pattern was incorporated into the branding by looking at the actual ingredients in gluten free bread and finding out that sunflower oil is often used. The modern type face is bold and large to portray the message of gluten free as clearly as possible.
The artisan range is based on the imagery of the marks and spencer penny market which implies the bread is being taken back to it’s heritage. This emphasises being handmade with no artificial preservatives. The audience also experience the packaging at its full potential when the bread is inside as it can be seen through the windows of the penny market.
The print for magazines also follow the brands representations but with an equal focus on image. The advert for the Value range is short and concise. Using an image of the bread it influences the customers recognition when in store. The Gluten Free advert is suppose to have more time spent reading it and with the use of descriptive words and phrases, it sells not only the product but the gluten free diet. The Artisan advert is much more image focused, the placement of the text and the image together follow the form of the golden ratio spiral making it very easy on the eye. The copy accentuates the image but the image could very clearly speak for itself. Please note that the image is low quality and if it were to be used in an actual advert it would be re taken with the exact same composition and hand movement.
For the in store advertisements and point of sale, the Value range is a basic necessity that a large number of the public will buy, therefore it would not need much advertising. A shelf separator and a floor sticker at the start of the isle are enough to guide the audience to the whereabouts as the price will be the main selling point. For the Gluten Free point of sale, a table in the shop floor would advertise the range. Normally gluten free isles are very hard to find and are tucked away so the bright bold colours will attract attention to where the isle is and hopefully attract new customers who are interested in the diet aspect of the brand. The Artisan basket will be found near the bakery section and it would have the bread poking out with a chalkboard style sign to represent the heritage aspect of the brand. The sign is simple to represent the simplicity of the bread.
