Boxer revamps Lunchtogo identity

Midlands-based creative consultancy Boxer has revamped the identity for Marks & Spencer’s business food service, Lunchtogo, as the retailer looks to build its market share in the sector.

M&S is looking to expand the business lunch delivery service through an on-line ordering facility, which it claims has greater appeal to its target audience of office secretaries because of its ease of use.

Marks & Spencer new channels manager Darren Williams says the drive is about personalising the service in an effort to ‘corner the market in business food ordering for pre-planned meetings’. Currently, the retailer competes with groups such as Pret A Manger and independent companies like the Earl of Sandwich’s delivery service.

According to Boxer account director Melanie Herbert, the visual identity is intended to attract and retain clients by focusing on the ease, efficiency and choice of the service.

The identity employs the existing logotype set against updated fonts and contemporary photography, featuring colour food shots and black-and-white portraits of informal business meetings.

Boxer retained the lime green from M&S’s existing palette and partnered it with silver, to convey the premium nature of the service, says Herbert.

Boxer was appointed along with parent company The Marketing Store in August, following a series of commissions for the retailer.

The refreshed look, together with redesigned website, featuring e-menu and identity guidelines by Boxer, will launch next week.