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Owning Own-Brand

Owning Own-Brand

Project 
05 June 2018

Shoppers today are a savvy lot. We've cottoned on to the value of own-label - so much so that big brands now must prove their point of difference. Innovation, quality and price are all major factors in the recent sway of consumer's opinion, but a lot of the time own-brand design doesn't always live up to what's inside the packaging.

Our aim for Co-op's own-brand ranges of beers, ciders and spirits was to create an impact on shelves at a time when the popularity of own-brand products continues to rise. Research showed that many retailers were reluctant to break from an apologetic, 'me-too' design approach and content to remain a 'needs must' alternative.

We chose to not shy away from own-brand status and for FOP to shout loudly through bold, attention grabbing design. Using a fixed colour palette of blue, white and black, and a silver Co-op brand mark across the breadth of products gave design consistency and allowed more freedom when it came to designed each individual SKU.

From vodka to wheat beer, expressive typography and impactful graphic treatments give bottles and cans a unique, 'ownable' look for each product, while Co-op's distinctive blue proudly identifies the collection as a whole. The result is eclectic but cohesive range that sits confidently alongside the leading brands and rewards savvy Co-op customers with something that they're proud to pop in the basket!