Marks & Spencer VS Monoprix on The Food-To-Go Battlefield


In design jargon, “appetite appeal” describes the level of sensory stimulation that food packaging should have in order to attract consumers. Indeed, food packaging is not entirely dictated by design conventions but by more fashionable and personal typography and illustration.

So, on the one hand we have Monoprix, a major city center retailer in France and pioneer in upscale to-go food who launched its new Food-To-Go Line for busy citizens on the go.

The challenge: offering fresh, high-quality, healthy, affordable and practical products that are as appealing as they are tasty, all day long.


The graphic design they created with Brandimage agency is highlighting appealing and ultra fresh products. Their packaging is usually transparent, focusing on product selection, quality ingredients and simple recipes. Therefore, we can choose between “prepared by hand”, and “fruit picked at their peak”.


Monoprix now has a sleek and trendy packaging to showcase quality and freshness. Small words can make a big impression, and the brand is taking advantage of that fact to set itself apart in the world of urban convenience stores.

To make it simple: fresh, good quality, simple and healthy. A refreshing offer of food-to-go for busy citizens that reflects what Monoprix is all about!


On the other hand, we have the British retailer Marks & Spencer, popular for its scones and cashmere pullovers in France in the 1980s, but which now is experiencing a big crash with serious financial difficulties. The brand has just closed its store on the Champs-Elysée in Paris, but it’s still present in France.

M&S is now focusing more and more on expanding internationally, and it is with the food that the group plans to attract new customers.

Why is the British retailer so famous in the north of France? Because of the British Rosebeef Touch of course! (Rosebeef being the funny French nickname for their neighbors). Frenchies love James Bond, the Royal family and English breakfast. So M&S decided to play with this and introduced fresh and good quality food-to-go with a little ‘British touch’, such as the Union Jack flag on their packaging or even English style recipes. And it worked!


Also, graphic designers found new ways to trigger consumers through more nuanced typography, illustration, and color.  And no one does it better than the British chain on its food collection. The packaging, designed with wit, creates a unified overall store identity and a pleasing shopping experience.


Finally, M&S has also reduced the amount of plastic it uses, which includes less air and thinner plastic without changing the amount of food inside each pack. This puts them well on the sustainable road with their recently announced Plan A, an eco and ethical plan to convert M&S into a zero-waste business.

So, French or British? Which one is your favorite?