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.