The heritage of M&S is reflected within the packaging of their luxury, fruit infused waters. This is achieved through hand drawn illustrations that decorate the bottle and follow through to other campaign elements. A range of imagery and information is used to capture the essence of M&S. For example, its origins in Kirkgate Market and Marks’ early slogan, the largest M&S store in Marble Arch that many customers will be familiar with, facts about fruit produce, a quote from a previous employee (‘Oh happy days!’) or facts promoting Plan A. Crucially, in keeping with the philosophy of Plan A, the decorative bottle is designed to be kept and reused by removing the label, which is also made from recycled cardboard.
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