Coop’s inhouse design department has developed a successful private label ranges that reaches from milk to shampoo.
To assist Coops inhouse department to create products within the nuts category which is dominated by generic brands.
The task was to create a design range which was credible but still broke the category language, which was dominated by brands relying on big logos and generic pictures of nuts.
We identified the competitors lack of humour and personality within the design. The “coop -range” was turned in to a family. We brought the nuts underneath an umbrella name: “Vilka nötter”, which is translated into “nut cases”. Each and every nut was a nutcase, where the history and a personalilty was described in a report next to the “nutcase”
Co-creative: Jonas Malmquist, Coop Egna Varumärken Design