Despite Co-op’s 180-year history, consumers often saw it as just another supermarket, unaware of its co-operative model and community benefits. Our objective was to change this perception, highlighting that Co-op is a brand with a powerful mission beyond retail. To engage a new generation, we launched an “Activist” stance, coining the endline ‘Owned by you, Right by you’. This was paired with a handmade, authentic art direction inspired by protest posters and screen printing to demonstrate Co-op’s unique and community-focused story.

Following the successful Co-op brand launch, we were tasked with applying the new look and feel to other initiatives, specifically branding their stores at major UK music festivals, including Glastonbury. The goal was to inject fun into the established blue and white brand without deviating too far from the new identity. We introduced a splash of colour and new assets like festival stickers, adding an extra layer of engagement while maintaining the familiar Co-op presence for festivalgoers.