The Co-operative Food gets a festive makeover from Coley Porter Bell
The Co-operative Food has worked with Coley Porter Bell to create a Christmas identity as part of an ongoing overhaul of the retailer’s own-brand offering.
Featuring on The Co-operative's standard food range, the Christmas-themed identity is based on the ‘Loved by us’ brand strategy Coley Porter Bell created for the retailer earlier in the year.
The identity aims to add a warm, homely charm to the Christmas food range with a new script set and festive pastel green background.
The Christmas typeface features a combination of hand-drawn letterforms created from scratch, others are embellishments of classic type-faces. Each letter has four variants but upper and lower case aren’t necessarily related, all will appear in a range of Christmas-inspired hues in varying heights to create a playful, hand-crafted feel to the brand.
"This identity had to stand out in the supermarket across different categories. To do that we chose a typographic rather photographic lead route,” explained Stephen Bell, creative director at Coley Porter Bell.
“It is playful, festive and has a crafted feel, which supports the range’s food values and personality. They don’t look like the usual Christmas food range. This shows that key moments in the retailing year such as Christmas, which attract a lot of infrequent shoppers, can be used as a brand-building as well as a trading opportunity.”
The identity will also appear on point-of-sale and in-store decorations this Christmas.
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