A Truly Irresistible Redesign
Before
The Co-operative Group is three years into a re-build programme, in which it has been renamed “Co-op”, rebranding everything from stores to carrier bags under a new logo. The logo, a modernised version of their 1968 cloverleaf logo, is a visual reminder of the company’s roots. The cloverleaf signals a shift back to the principles that made the Co-op special to its customers, restructuring its business to reward its customers in a new way. Its strategy is to become the leading community retailer in the UK by providing customers with delicious food, conveniently. The objectives were to reassure discerning loyalists of the existing Co-op “Truly Irresistible” premium brand and also entice their occasional, price sensitive shoppers. The brief was to portray the nature of the products and their quality credentials, to showcase just how delicious they are, with clear creative boundaries and rules. The challenge was to research, re-design and relaunch over 400 premium own brand lines in 6 months. Our solution was to create a design system that repositioned the premium own label range as “IRRESISTIBLE”, bringing to life the brand’s essence of ‘flavour and indulgence’ through foodie, editorial photography and engaging packaging substrates. Putting Co-op at the heart of the brand.
Brand Essence
Vision To be the halo brand for Co-op’s quality credentials.
Proposition Irresistible celebrates the best quality and taste using authentic ingredients and fabulous flavours. Demonstrating our care and passion for delicious food.
Great tasting flavours and ingredients are at the heart of all our recipes.
T AT
TES
IDE
NT
ITY
P
ER
SO
NA
LITY
Trustworthy Adventurous Passionate
C
O UST
POSITIONING
Brand Essence
BENEFITS
Our products are quality you can trust in. We are experts in sourcing, growing, creating and crafting.
BU RI
Confident Memorable Mark of quality
ME
We are the premium own label offer at the Co-op. We nourish, excite and inspire.
R
To delight customers with everyday treats, meal solutions and inspiration for Seasonal events.
Product Positioning
Irresistible products are developed in one of two ways:
Irresistible Creations Recipe and method
& Knowingly Irresistible Provenance and authenticity
Irresistible Creations
Recipe and method - Editorial Photographic Style
Knowingly Irresistible
Provenance and authenticity - Physical packaging and substrates
IRRESISTIBLE
IRRESISTIBLE
SINGLE ORIGIN
100% ARABICA
Fairtrade Drinking Chocolate
Colombian Fairtrade Wholebean Instant
Smooth, sweet, fruity and aromatic flavours of Colombian arabica beans
Smooth, sweet, fruity and aromatic flavours of Colombian arabica beans
Per 2 tablespoons (approx. 30ml) Fat Saturates Sugars Salt Energy 6.4g 6.4g <0.01g 250kJ 4.4g High Low Med 400kcal Med Vegetarian 20% 20% 32% 8% 25% % of an adult’s reference intake. For Best Before End Date: See Base Typical values per 100g: Energy 1020kJ/245kcal Store in a cool, dry place.
100g
100g
For Best Before End Date: See Side of Pack. Store in a cool, dry place.
All photography art directed by P&W
IRRESISTIBLE 100% ARABICA
Colombian Fairtrade Wholebean Instant Smooth, sweet, fruity and aromatic flavours of Colombian arabica beans
100g
For Best Before End Date: See Side of Pack. Store in a cool, dry place.
newdesign Irresistible brand by P&W clearly The new IrresistibleThe brand created bydesign P&W created clearly demonstrates their understanding demonstrates their understanding of the brief and the needquality to of the brief and the need to help inspire consumers with our everyday products. help inspire consumers with our everyday quality products. They have delivered a modern identity that is foody but customer focused. They have delivered a modern identity that is foody but customer focused. Brooke Fletcher Packaging Design Brooke Fletcher Packaging Design Manager
Pemberton & Whitefoord LLP 21 Ivor Place, Marylebone, London NW1 6EU T +44 (0)20 7723 8899 E hello@p-and-w.com W p-and-w.com
Thank you for your time P&W would love the opportunity to work with you on any forthcoming projects. Please get in touch if you have any future requests or questions.
H O L LY
Business Development Manager
Call us +44 (0)20 7723 8899
Email us holly@p-and-w.com
Drop by 21 Ivor Place, Marylebone London NW1 6EU
www.p-and-w.com
