A new player in a crowded game
Visual identity for Coop 365, Coop Danmark
These days, Coop is testing their new supermarket concept, “Coop 365”. As the discount stores are moving up in the market with nice stores and wider ranges, and supermarkets are lowering the prices, it could seem difficult to create a new space in a crowded market. However, that is just what Coop has done.
Coop has never been afraid to test new store concepts, and just a few years back, we assisted Coop in testing two new concepts; “Coop Mad” and “Coop Hverdag”. Building on the experience from these tests, Coop has introduced the “Coop 365” concept. A new green format that places itself between the traditional discount stores and a quality supermarket, with larger stores and a larger number of articles than other discount store concepts.
We have created the visual identity for the Coop 365 concept. With the green colour, they wish to send a clear signal of the green focus that Coop 365 will pursue, with a strong focus on organic food and an offering of a 10 %-member bonus on fruits and vegetables.
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.