Dew Gibbons + Partners




We’ve won at the Vertex Awards for the third year in a row! Our Marks & Spencer Formula rebrand won silver in the Beauty category for the only global competition devoted exclusively to Private Brand rebranding and design.

First we devised the proposition ‘Find Your Formula’, we then rationalised and redesigned Formula’s identity and pack designs across this massive range of dozens of products across six collections. It’s impactful, consistent and easy to navigate, whether seen in-store or online. Elevating each product’s key benefit and result gives the entire portfolio a newfound confidence.

This year’s competition was tougher than ever, with more than 300 entries from 25 countries and 49 retailers. Our wins were based on top marks in design, information architecture, originality, structure, and x-factor.

Last year we were successful with Josh Wood Haircare (also for M&S), and in 2015 Waitrose Pure made the grade.

More reading:
Marks & Spencer Formula case study
Josh Wood Haircare case study
Waitrose Pure case study