Why I’m obsessed with M&S food packaging and what it teaches us about design

Let’s be honest, for a long time, supermarket own-brand packaging has been very… uninspiring. The off-white card, flat sans-serif fonts and neat photo of the food in the centre. It’s functional and safe, but from my perspective, quite dull.

Fast forward to today and walking down a food aisle feels less like a boring weekly food shop and more like visiting a high-end farmers’ market. And there is one brand that is absolutely crushing it: M&S Food.

As a designer, I’ve fallen victim to the buzz around M&S food, from the vibrant colours to the quirky illustrations. It compels me to visit the stores to see their print and packaging design in the flesh. So here is my take on why it catches my eye, what “dopamine packaging” really is and what brands and creatives can learn from it.

Dopamine Packaging

Dopamine packaging is a term for packaging that uses bold colours, expressive typography and playful imagery to trigger a joyful reaction..

In the design world, I’ve noticed more brands experimenting with this approach alongside minimalist graphics. Designers are turning up the volume on their creatives while keeping the brand recognisable:

• Chunky typography, full of personality, that jumps from the box.
• High-contrast, vibrant colours that clash, but in the best way.
• Playful illustrative styles that feel handcrafted and nostalgic.
• Tactile print finishes, such as metallic foils and spot UV gloss, where they suit the product.

Dopamine packaging can make an everyday grocery feel like a collectable piece of art.

Designing packaging for TikTok and Instagram Reels

Now here is the clever part that I love as a visual strategist:  M&S aren’t just designing for the shelves, they are designing for the content you see across social media.

When a new bakery line or seasonal treat gets people talking, the unboxing and tasting experience can become content for TikTok or Instagram Reels. M&S even has an “As Seen on Social” page dedicated to products attracting attention online.

As designers, we call this creating a visual hook. The high-contrast colours and bold typography look incredible on camera. The physical product and its packaging can become the hero of the video, driving the hype on social media and sending people running to stores to find it for themselves.

It’s a good example of how physical print design can support a brand’s digital presence.

Why packaging design matters beyond the looks

Packaging can easily be dismissed as simply making a product look nice, but as designers, it’s our job to solve business problems through creative strategy.

For me, M&S is a useful example of how packaging can support a wider brand strategy. The opportunities are clear:

• It can help a familiar brand feel fresh to shoppers discovering it through social media.
• It can communicate quality, from textured print to custom designs that stand out.
• It can create FOMO. When packaging looks distinctive and limited-edition, a product can feel like something worth collecting.

My takeaway for your next packaging project

You don’t need a massive supermarket budget to give your packaging more personality. You need a designer who can challenge safe choices and bring your product to life. Whatever the creative brief, the lessons are the same:

• Don’t be afraid of vibrant colours, strong type and distinctive visual styles. When the world is flooded with generic visuals, playing it safe can be a risk.
• Connect your print and digital creative. Every medium and platform should tell the same story, with enough brand consistency to make it recognisable.
• Respect the power of print. Choose paper stock and finishes that suit the product, budget and how the packaging will be used.
• Keep it practical. The product name and essential information still need to be easy to read.

Want to make your brand impossible to ignore

Whether you’re looking to overhaul your product packaging, refresh your digital brand or create physical print that gets noticed, we’d love to collaborate. Send us a message and let’s talk about your next project.