The word is finally out. For quite some time now, we have been working on the visual identity for Coop’s new low-budget supermarket concept “Coop 365”. This september, 13 new stores will open under the new name “Coop 365”.
Coop is not afraid to test new store concepts, and we need to look no further than last year, since they last launched new test stores. Back then, Coop chose to open test stores under the names “Coop Mad” and “Coop Hverdag”, as possible replacements for the supermarket chains Superbrugsen and Fakta.
Building on their experience from these tests, Coop now introduces the new “Coop 365” concept. A new format that places itself between a discount store and a quality supermarket, with stores that are larger than Coop’s current discount stores, and with a larger number of articles compared to other discount store concepts.
The colour of the test shops is green, as a clear signal of the green focus that Coop 365 will pursue, with a strong focus on organic food and an offering of 10 %-member bonus on fruits and vegetables.
Whether the new test stores will be a permanent chain or not will be decided in 2021.
We can’t wait to show you more of our work on the Coop 365 concept.
In response to the fierce competition in the grocery sector in Denmark, Coop has launched a number of initiatives over the last couple of years. Focus has to a large extent been on convenience and high quality, and BrødCooperativet was one of these initiatives making good bread accessible to all.
Irma packaging design
In 2018, the Danish high-end Supermarket Irma got a new strategy; “The Urban Irma”, and as a result we updated their visual identity to fully support the new positioning. In continuation hereof, we have created a new packaging design for Irma’s two own labels “Irma’s” and “Irma’s hverdag”.
Coop custom typeface
The strategic journey towards “One Coop” has made its mark on the development of the new Coop Corporate Visual Identity. As a part of this process, we have designed a new typeface for Coop that expresses and support the Coop DNA. The typeface is a Sans serif in a simple, geometric form creating a clear link to the original and well-known Coop logo. Designed together with type designer Elias Werner.
In 2018, the Danish grocery brand Irma presented their new business strategy. Based on the new strategy, we were assigned to develop a new positioning for Irma and furthermore, to update Irma’s visual identity, in order for the visual expression to support the new positioning and strategic direction.