With giants such as Sainsbury's and Tesco pioneering new levels of value, service and choice the Co-op brand name had become synonymous with low quality products and dated retail. The re-brand communicated the strong ethical credentials and corporate social responsibility of the Co-Operative, and its original ethical values had become lost in its dated visual identity.
"The Co-Operative movement began in 1844 as a response to the inequality caused by the industrial revolution, forming numerous co-operative societies in retail, agriculture, and housing. Each society was owned and run by its members and worked for the benefit of its local community. The Co-Operative group was formed from the merger of many independent retail societies."
Brand Identity Now, Page 109, ED Julius Wiedemann.
The re-brand was a complete revamp on the company connoting all of its values, the name was changed from Co-op to Co-operative and all the different areas under the same heading, e.g. The Co-operative Travel, The Co-operative banking etc. The entire retail sector of the company was completely redesigned from sign-age, packaging and store layout.
The re-brand also won 'the transform awards in 2010'
A few sample images from the re-brand...
New Logo
