When The Co-op rebranded as The Co-operative back in 2007, their strong (although not perfect), contemporary, new identity was successfully applied across all divisions of the group, and on a smaller scale, across all types of own-brand food packaging. The latter was especially impressive - each item of packaging would follow the same, strict corporate guidelines, with type and layout remaining consistent throughout, only the colour-ways changing from the value to the mid-range to the high-end products.
McCann Erikson of London were responsible for the rebranding, but gradually their work has been diluted. Firstly, The Co-operative's purchase of Somerfield saw the 'The Co-op' inexplicably ditch their family-look Everyday range, in favour of Somerfield's clumsily-titled Simply Value range. Now, Manchester's GJ Creative have tinkered with the Truly Irresistible range (another naff name), helping to produce a now confused-looking food portfolio.
The Co-operative needed to tweak the flavour, quality and pricing of its food. Not the packaging.
And we just couldn't resist the nostalgic inclusion of the Co-op slogan and logo from the 1970s. Memories!
