M&S’ core skincare range launches distinctive visual system

With the British-based multinational retailer aiming to strengthen its position in the beauty market, it called on Free the Birds to reimagine its Formula range. Noticing the brand lacked a defining asset, the design agency centred the new identity around a bespoke 'F' marque.

The updated logo, created with ‘DNA’ spheres, aims to reinforce Formula’s science-led credentials, repositioning the brand as confident and iconic. Along with acting as a distinctive shorthand, the symbol is set to extend into future product launches.

The design also embraces a warmer aesthetic, as demonstrated by the refined wordmark. Legible and striking, its uppercase and lowercase typography offers a softer, more approachable feel.

This is contrasted by the packaging, where product information is given a leading role, underlining its efficacy. Meanwhile, product benefits are brought to prominence through the use of a structured colour-coding system.

Emily Mills, client services director at Free the Birds, says, "Formula had all the ingredients of a great skincare brand, but it lacked the visual shorthand that makes brands memorable. Our ambition was to create an identity that people could recognise instantly and that could grow with the range over time.

“The new 'F' marque, approachable typography and science-inspired design language work together to create a brand that feels both clinically credible and emotionally engaging, giving Formula a distinctive place within the increasingly competitive beauty category."