The Co-op has been given a more authoritative name; The Cooperative. The Co-op brand was perceived as old fashioned, preferred by an older demographic and of inferior quality to other mainstream retailers. Major overhaul of all The Co-operative business was taking place on everything from store refurbishments to advertising.
The new branding had to look contemporary and also convey quality and The Co-operative’s ethical trading values.
The new packaging was a clear break from the old Co-op design. Clutter from previous packs is gone, the new design is neat and fresh. The range has a strong identity through use of bold colours, subtle ‘Italian’ graphics and disciplined use of type. Size of photography has been reduced. Photography is appetising, honest and unpretentious conveying The Co-operative's high level of confidence in quality of it's own products as well as it's ethical principles.