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The Co-operative Food’s brand identity & environment

The Co-operative had lost its magic. Despite being at the heart of the community for over 100 years, it was losing market share, selling less own brand products than its competitors – and (as Steve Murrells, Head of Co-operative puts it) ‘the shops were, frankly, awful’.

Through our Visual Planning-led brand strategy, we created a new core brand thought: ‘Food as it should be’. It reaffirmed Co-op’s ethical stance, but made taste just as important – putting food back at the heart of the brand.

We defined an architecture for the products, uniting them under the ‘LOVED by us’ name. We reinvigorated their packaging by highlighting things like ‘Britishness’, responsible sourcing and Fairtrade, and refreshed their look with a palette of vibrant foodie colours, brought to life with relevant iconography and graphics, and of course gorgeous food photography. Crucially, we also transformed stores with a more intuitive layout, mealtime inspiration tables and eye-catching hero departments.

Co-op not only saw double-digit growth in every range re-launched – but also between 7% and 16% growth in each new-look store. And the festive identity resulted in the most successful Christmas range ever.

"It has been an amazing journey! The transformation in our stores is stunning and totally unrecognisable from its previous form. Thank you from my heart, for the energy, creativity, inspiration, support and drive you have continued to provide throughout our project."

Marjorie Murphy, The Co-operative