The new design is based on the ‘Loved by us’ branding created by the agency earlier this year and will feature on The Co-operative’s standard food range, point-of-sale material and in-store decorations.
“This identity had to stand out in the supermarket across different categories,” said Coley Porter Bell executive creative director Stephen Bell. “To do that, we chose a typographic rather photographic lead route. It’s playful, festive and has a crafted feel, which supports the range’s food values and personality. They don’t look like the usual Christmas food range.
“This shows that key moments in the retailing year such as Christmas, which attract a lot of infrequent shoppers, can be used as a brand-building as well as a trading opportunity.”
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