Göteborg office

Kungsgatan 51
411 15 Göteborg
+46 31 339 62 00
info@happy.fb.se

Stockholm office

Kungsgatan 56
111 22 Stockholm
+46 8-684 49800
info@happy.fb.se

New business

Want to be a Happy client?
peter.o.wastergard@happy.fb.se
anders.kornestedt@happy.fb.se
+46 31 339 62 00

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Leaner and greener

With more than three million members, the supermarket chain Coop is more of a movement than a string of grocery stores. The 650 consumer-owned shops boast the most comprehensive range of organic and eco-labelled foods in Sweden – almost 3,000 items in all. In fact, the century-old idea of "good food at a fair price" is as relevant today as when the first ‘Co-op’ opened its doors.

Insight

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.

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.

Change

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.

With the implementation of new stores, and an upgraded visual identity, Coop is becoming a household name again.

What we did

  • Design applications
  • Insight platform
  • Naming and nomenclature