Food & Beverages / Coop
Leaner and greener
Instead of serving as a guide to consumers, the six store formats under the Coop umbrella simply added to the confusion, leading to perception of the brand as disjointed.
From the confusion of six to the clarity of three: Small Coop, Coop and Big Coop.
The six formats were pared down to three. New self-explanatory names – Small Coop, Coop and Big Coop – help consumers navigate from the local shop to the well-stocked hypermarket. Sustainability is sacred to Coop, and thematically reflected in store exteriors and signage. The green colour remains a key component of the visual identity, blending beautifully with a warm shade of earthen brown.
The strategy has borne fruit. With the implementation of new stores, and an upgraded visual identity, Coop is becoming a household name again. Consistently attractive offers, coupled with a ‘green’ message and fair prices, have seen a shortfall of 300 million kronor turned into a profit of 140 million.