Identica reviews Co-op packaging

Identica has created new packaging for the Co-operative Wholesale Society’s own-label products, in an effort to strengthen and update the brand’s image.

The radical overhaul starts this week and is part of a three-year strategy to revitalise the company. It will also see the introduction of over 1000 new product lines. Specific areas to see a wider selection will include chilled and frozen foods, wines, cakes, snacks and confectionery.

Identica creative partner Jimmy Yang says: “The Co-op logo has been used very inconsistently in the past so we were asked to look at the way in which the brand is received.”

As a result, Identica has colour- coded each of the three own-brand ranges using the Co-op logo in a lozenge background. “The Value range will have a strong circular look, the Standard products will be yellow and blue, and the Premium range will be black and gold,” explains Yang.

For segmented sub-brands such as Co-op Organic, Co-op Healthy Living and Co-op Party, packaging will feature extended lozenges using other vibrant colours. Yang adds that “new photographic icons are also being introduced to make ingredients easier to identify”.

CWS general manager of retail brands Wendy Wrigley says the new approach will provide “synergy and coherence within and across the segmented retail store brands.”