/ Coop
Leaner and greener
Direction
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.
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![](https://happy.fb.se/wordpress/wp-content/themes/happy/img/image_background.png)
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From the confusion of six to the clarity of three: Small Coop, Coop and Big Coop.
Creation
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.
Activation
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.
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