CRS food stores review interiors and packaging

Co-Operative Retail Services is planning a review of interiors at its food stores to complement new identities developed last year by Wolff Olins.

And the retailer is poised to launch new own-brand packaging in a bid to drive its image closer to that of more upmarket competitors such as Tesco and Sainsbury’s.

A spokesman for the CRS confirms that its interiors are to be reviewed, and that “something more ambitious” may well be planned. The CRS has seen a decline in its performance, especially in trading margins, at the hands of the more competitive supermarket groups.

It is understood that designers have not yet been appointed to carry out the interiors work. New facias developed by Wolff Olins, which reduce the number of facias the group trades under, are still being implemented.

Last week CRS chief executive Harry Moore announced plans to invest 200m over the next 12 months in a bid to revitalise the retail group’s performance.

New own-brand packaging has been under development since late last year. The packaging is being designed by Manchester consultancy Barrington Johnson & Lorains.

The new ranges, again more upmarket than previous versions, “should be on the shelves soon”, says the CRS.

Four IV has designed the annual reports for the CRS, using the Wolff Olins identity. Issued to all CRS members, the main document includes directors’ statements and financial data, and there are eight regional reports.