Following a collaborative workshop, I crafted the strategy around 'artisinal for all' - M&S are the only retailer that can launch artisinal at scale, making trusted quality and indi ingenuity available to all. Roast & Ritual now had its reason for being: to wake Britain up to better cups, by democratising speciality coffee for all. To maximise stand-out, we created a clean modern logo and distinctive colour palette. I created the name Roast & Ritual – a stand-alone name that can exist within the M&S master brand. Modern and artisanal,

yet warm, mellow and approachable (with a nice shorthand R&R communicating rest and relaxation). A clean and modern logo with the quietly confident strapline - For real coffee lovers - created an iconic mark for the bran, paired with a “Crafted by M&S Food” lock-up to bring it into the brand family.

A duck egg colour palette – and a swirling pattern inspired by latte art – gave the brand a gentle but distinctive artisanal look.twe designed the packaging to highlight the quality of the coffee, dialling up M&S’s coffee credentials – this included both cups and reusable cups. the verbal identity and messaging are confident and down-to-earth, with carefully placed moments of wit. This all played out across a suite of launch POS for café in both print and digital, supporting the Roast & Ritual launch merchandise.