Making own brand, brand proud
What we did:
- Creative Strategy
- Visual Identity
The Brief
Our product is as good as the big brands but we appear second best. We want to be a pioneering retailer that doesn't follow the herd.
The Insight
With the rise of the budget retailers, the barriers to own brand are being shut down by savvy shoppers seeing through the brand sheen and spotting quality when they taste it.
The idea
Own own brand. Break the rules of the apologetic approach to own brand design and be proudly Co-op.
From vodka to wheat beer, we created an eclectic but cohesive identity that heroes the Co-op brand and celebrates the individuality of each product.
The Result:
Sales up 21% Year-on-year
We stayed true to the Co-op colours with their brand blue, black and white, alongside a silver brand mark to unify the range, whilst allowing the freedom for different graphic expressions for different products.
“As big fans of the Co-op, we know first hand just how good their own brand stuff is, so we wanted to create a design that did both the products and the brand justice. Through expressive typography and impactful graphics we’ve given each of their beers, ciders and spirits a ownable identity that all still feel distinctly Co-op.”
Ben
Creative Director
“Beers, ciders and spirits has never looked more confident. Easy to navigate and hard to miss, Robot Food have set the bar for own label and delivered a range that feels like a genuine and credible alternative.”
Brooke Fletcher
Design Manager — The Co-operative Group
