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Here at IF creative we don’t believe in one off projects and a farewell handshake, we believe in creating long lasting relationships with all of our clients to ensure the project thrives from the very beginning.
When it comes to rebranding a business, there is always a strong focus on being contemporary, evolving and modernizing your image. However, this isn’t the only option available. The Co-op recently went through an extensive rebranding where they opted to revert back to an old brand style from 1968.
Initially retouching and reusing an old brand image might feel like a step backwards, but in my opinion it’s an incredibly clever move. The Co-op has had a long-standing message of being local, honest and member focused. Using a visual style that is not only familiar but also reminiscent to their audience helps emphasize these messages. Their rebrand says that they are here for you, and always have been.
The Co-op has had issue finding their place in the market over recent times. In the grocery sector there has been a drastic and turbulent overhaul in marketing strategy. Companies such as Tesco and Asda seem entirely focused on waging a price war, which has lead to chains like Aldi and Lidl to become frontrunners in the market due to their pricing. The Co-op has never gotten into this kind of aggressive competitive marketing. Instead they’ve stood their ground as a friendly, socially conscious, local organization. A retro rebrand helps them stand by their integrity in a sector that can sometimes be seen to have dubious morals.
Shoppers are beginning to shift their decision making from being purely price sensitive. Many people are considering the ethical implications of their shopping habits. This is particularly prominent in food shopping. As this trend increases the Co-op stand in good stead to dominate this marketing angle.
This kind of branding decision isn’t something that all companies could do. The reason it works so well is that it ties in with Co-op’s corporate message and goals. Personally this rebrand has made me support this company more. They have drifted out of the popular eye, but this move reasserts them in the marketplace and reminds us of their experience. I can’t think of a more fitting brand image.