Retail Identity / Food —
Co.op Organic: Making a new range easy to recognise
On a busy supermarket shelf, shoppers should be able to recognise a product family and tell its individual products apart at a glance.
Co.op Organic introduced a range of organic foods under a shared name. For a retail identity, the design challenge is to give the range a recognisable presence while keeping the product itself clear enough for a quick shopping decision.
Balance the range and the product
The range name helps shoppers connect what they see today with what they noticed on a previous visit. Product names and clear information help them distinguish one item from the next. Each level has a job, whether the shopper is scanning a display or reading a pack up close.
Carry recognition beyond the shelf
Launch communication, displays and packaging are different encounters with the same range. A consistent identity helps shoppers connect those encounters and recognise the products again when they are ready to buy.