Our aim for Co-op’s own-brand ranges of beers, ciders and spirits was to create an impact on shelves at a time when the popularity of own-brand products continues to rise. Research showed that many retailers were reluctant to break from an apologetic, ‘me-too’ design approach and content to remain a ‘needs must’ alternative.

We chose to not shy away from own-brand status and for front of pack to shout loudly through bold, attention grabbing design. Using a fixed colour palette of 'Co-op blue', black and silver across the breadth of products gave a brand consistency while allowing freedom when it came to designing each individual SKU.