Coop, Coop&Go. Easy, no?

Business needs

Industry

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Although Italian consumers are demanding food buyers, even in Italy the consumption of “ready to eat” products is growing.

The new Coop&Go range

While Italian consumers, with their strong culinary background, are probably the most demanding and advanced food buyersin the world, even in Italy the consumption of ‘ready to eat’ products is experiencingsignificant growth.

We have in fact witnessed real socio-economicchanges in consumers themselves, which have in turn radically altered thepurchase motivation for this category; a category that until recently only offereda limited range of ready to eat dishes mainly suitable for individual use.

Faced with this scenario, where largeretailers have been mostly indifferent, the opportunity arose for Coop to offerconsumers a range of innovative ready to eat meals that deliver both in termsof taste and service.

We developed the new Coop&Go range, starting with the creation of a name that would immediately communicate theadvantages of the product. In our retail experience, Coop&Go is a short,memorable and direct name and, in terms of semantics, it indicates a quick,accessible and user-friendly service.

CBA – CoopGo LineUp
CBA – CoopGo Tramezzino 1

The branding, like the name, is simple and direct. It uses muted colours and signage and is marked with an arrow, animmediate symbol that suggests speed of use and whose shape recalls the Coopbrand. Its banner form was designed to optimise the brand’s impact on anysurface.

CBA – CoopGo LogoIcone

The packaging is very minimal and made up of very few parts to facilitate opening and sustainable disposal. The graphicdesign was created to optimise visibility on the shelves and make it easy forthe consumer to choose, clearly highlighting the type of product, type of meal,different flavours, weight and calorie content. In order to make this choiceeven easier, an icon was created for each product type so as to make them easyto identify on the shelves and help consumers create a menu with differentcourses.

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