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    • Date: 15.07.26

    Reimagining the M&S Beer Portfolio


    When M&S asked us to redesign its Craft Beer and Continental Lager ranges, we saw the opportunity to do more than refresh the packaging. We wanted to create a beer portfolio that could compete confidently with specialist craft brands while remaining unmistakably M&S.

    The result is two complementary packaging design systems, each built around a different strategic idea, but working together to create a stronger, clearer and more premium own-label beer portfolio.

    For the Continental range, authenticity became our guiding principle. Every lager is brewed in its country of origin, yet that story often goes untold on shelf. We built a packaging system inspired by vintage postage stamps, using bold typography, rich colour palettes and detailed etched illustrations of nationally significant animals to celebrate each beer’s heritage.

    The system creates a distinctive visual identity that makes every beer feel like a destination while helping shoppers navigate the range with confidence. The project also presented a significant production challenge. With printing spread across four different countries and varying print capabilities, we had to create a premium execution without relying on foils, embossing or specialist finishes. Instead, we used composition, illustration and layered graphic detail to achieve a premium result that could be produced consistently across every market.

    The Craft Beer range required a different approach. We placed the brewery collaborations at the heart of the design, allowing each partnership to take centre stage while M&S became a confident mark of quality. A modern interpretation of traditional beer label architecture combines expressive typography, flavour-led colour palettes and bold graphic patterns to create a range that feels contemporary, characterful and unmistakably craft.

    The flexible design system extends across core, premium and alcohol-free beers while maintaining a strong family resemblance and clear portfolio architecture.

    Dave Bond, Designer at M&S, said: “Working with Thirst was a pleasure. They were tasked with redesigning both our Craft Beer and Continental Lager ranges simultaneously and delivered exceptional results across the board. From strategy through to final execution, the level of creativity and attention to detail was outstanding. Their use of colour in particular stands out using palettes that feel fresh and contemporary, while still rooted in the visual language of beer. The new designs show a deep understanding of both the M&S brand and our customers. The difference from the previous range is night and day – this is a truly first-class outcome.”

    Today’s drinkers expect more from the brands they choose. They’re exploring new styles, seeking authenticity and discovering beers that suit a wider range of occasions. Our role was to create packaging that reflects those changing behaviours. By balancing provenance, storytelling and contemporary design, we helped M&S create a beer portfolio that feels relevant to a new generation of drinkers while strengthening shelf standout in an increasingly competitive category.

    Maddie Love, Product Developer at M&S, added: “Thirst have been a highly reliable and collaborative partner throughout. The team is clear in their communication, well organised, and efficient at every stage. Their design presentations made it easy for us to review options and make confident decisions, and the final result reflects a strong, well-managed process from start to finish.”

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