Coop visual identity

Coop EVM design

How do you merge and strengthen Coop as a brand, and still be clear on specific expressions and codes relevant for each category?

The virtuous circle

When everything works well, and what is good leads to something even better – then you are in a virtuous circle. For Coop, this is when their goods are not only inspiring, tasty and affordable, but they have also been produced in an environmentally friendly and sustainable way.

The circle is also a symbol for wholeness; a life circle where food, caring and sustainability in all aspects are central. Last but not least, the circle can be seen as a plate, the set table where family and friends gather. In the middle of life. A perfect symbol for Coop, if you ask us.

One Brand Experience

Using the font Coop New horizontally throughout all categories makes a strong impression. Creating new weights within the Coop New font family typography gives space to play a little when differentiating products from one another.

Dairy products

In a milky white world, the nature becomes even more important together with the milk specific colours. White is good, cold and clean and a perfect background for the colourful field of clover – the typical habitat for Swedish cows. In the dairy counter, the impression becomes strong and anything but boring.

Barbeque range

Barbeque is more than just a piece of meat on the grill. It’s a whole world of possibilities, a wide range of different products and a reason to gather. Framed by smoky, sooty black, highlighted by colourful greens, and spiced up with the theme “Let’s gather by the grill”, we gave Coop Barbeque range an unpretentious yet distinct look. A barbeque world of togetherness.