Coley Porter Bell rebrands Co-op’s own-brand range

Coley Porter Bell has led a rebrand of Co-operative Food’s own-brand offering, introducing the new ‘Loved by Us’ brand.

Bathroom tissue
Bathroom tissue

The ‘Loved by Us’ offer is being introduced to the Co-op’s standard tier, and aims to attract a younger audience and ‘reflect the retailer’s passion for food’.

The new identity features a ‘Loved’ in a large, brightly coloured type, while ‘By Us’ is rendered in hand-written style ‘offering the reassurance of The Co-operative master brand’.

Sandwiches
Sandwiches

Co-op says the new designs ‘do not follow a rigid template, but can be modified to allow individual benefits and properties of each product to be shown to their best advantage’.

Coley Porter Bell chief executive Vicky Bullen described the previous own-brand designs as ‘perhaps a little too regimented’.

Dog food
Dog food

She says, ‘Our design problem was how to make integrity relevant to taste. The new designs show that you can be honest and straightforward but still communicate taste first and foremost while injecting a coherent personality into products ranging from health foods to ready meals.’

Chicken tikka masala
Chicken tikka masala

Co-op says the new branding ‘stresses the human touch and naturalness of the own-brand offering and draws on the retailer’s ethical credentials, presenting an informal, unpretentious identity’.

Marjorie Murphy, own-brand strategy manager, for Co-operative Food, says, ‘The packaging design is bold, contemporary and naturally vibrant  –  in keeping with our modern co-operative business and our aim of attracting a younger target audience to our stores.’

Cola bottle sweets
Cola bottle sweets

Equator Design is working on initial roll-out of the new designs, which will be applied across more than 2500 individual products, with 700 launching between September and the end of the year, and the remainder to follow.

Coley Porter Bell has previously worked on a similar own-brand project for Morrisons, rebranding its entire own-label range in 2011.

Katsu curry
Katsu curry
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Comments
  • Nick Bowman November 30, -0001 at 12:00 am

    So toilet paper and dog food ‘reflect the retailer’s passion for food’ ?

    Shoot the PR.

  • James November 30, -0001 at 12:00 am

    You eat dog food for breakfast?

  • James November 30, -0001 at 12:00 am

    You eat dog food for breakfast?!

  • Kelly Vallance November 30, -0001 at 12:00 am

    dreadful bland and utterly generic. With patronising naming to seal the coffin.

  • Katie Merrills November 30, -0001 at 12:00 am

    The strapline “Loved by us” feels too similar to “LOVE Life” sub-brand from Waitrose. http://www.pearlfisher.com/our-work/packaging/waitrose-love-life
    This message from Waitrose comes as a stamp of “healthy living” approval, which applies to naturally lower-in-fat, tasty food. I feel CO-OP is trying to create the same friendly stamp of approval, but to the wrong effect on the likes of dog food and loo roll.

  • Calum Hopwood November 30, -0001 at 12:00 am

    The execution of the design is definitely something that is welcome from my perspective, Co-op’s original design template had been around for a little too long now and was beginning to look a little stale.
    However, the ‘loved by us’ campaign appears to follow the same basic template as ASDA’s ‘Chosen by you’ – except they attempted to try and make it as different as possible, and failed. ASDA’s campaign was introduced in order to unify the design style across all the standard own-brand products, as at the time of it’s inception all the products had a different style – Co-op already had a unified style across it’s standard range so why they felt they needed to bring in this ‘loved by us’ additional branding is beyond me.

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