Marks & Spencer has launched two new design-led craft beer ranges, created in collaboration with design agency Thirst.
Spanning a richly detailed Continental range and a bold, modern Craft line-up, the work is designed to move beyond functional packaging into something more expressive, authentic and engaging.
Each lager in the range is brewed in its country of origin, and the design needed to reflect that authenticity while standing apart from both own-label and established global brands.
Thirst’s response was to build a storytelling system inspired by vintage postage stamps.
Each beer becomes a destination, celebrating its origin through distinctive typography, bold colour and a unique illustrated mascot.
The stamp device creates a flexible but structured system, allowing each SKU to express its own character while remaining part of a cohesive whole. It also introduces a sense of collectability, encouraging shoppers to explore and engage with the range as a set.
Illustration plays a central role. Nationally significant animals from each country were brought to life in a modern etched style, referencing the intricate detailing of traditional stamp engravings. This layered visual language adds depth and craft, while reinforcing the idea of provenance and place.
Alongside this, the Craft range takes a more direct, contemporary approach designed to hero brewery collaborations while still feeling cohesive across core, premium and alcohol-free variants.
A bold badge device sits at the heart of the system, elevating the brewery partnership to the top of the can, while M&S becomes a consistent sign-off and mark of quality. This shift in hierarchy brings greater clarity and credibility, positioning the beers firmly within the craft space.
Matt Burns, executive creative director, Thirst, said: “We wanted to challenge the idea that own-label beer has to feel safe or predictable.
“For the Continental range, we leaned into storytelling and detail to celebrate where each beer comes from. The Craft range is more direct and expressive built around partnerships, flavour and personality.”
Dave Bond, Designer, M&S, said the use of colour in particular stands out using palettes that feel ‘fresh and contemporary’.
“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.”