While Italian consumers, with their strong culinary background, are probably the most demanding and advanced food buyers
in the world, even in Italy the consumption of ‘ready to eat’ products is experiencing
We have in fact witnessed real socio-economic
changes in consumers themselves, which have in turn radically altered the
purchase motivation for this category; a category that until recently only offered
a limited range of ready to eat dishes mainly suitable for individual use.
Faced with this scenario, where large
retailers have been mostly indifferent, the opportunity arose for Coop to offer
consumers a range of innovative ready to eat meals that deliver both in terms
of taste and service.
We developed the new Coop&Go range, starting with the creation of a name that would immediately communicate the
advantages 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.
The branding, like the name, is simple and direct. It uses muted colours and signage and is marked with an arrow, an
immediate symbol that suggests speed of use and whose shape recalls the Coop
brand. Its banner form was designed to optimise the brand’s impact on any
The packaging is very minimal and made up of very few parts to facilitate opening and sustainable disposal. The graphic
design was created to optimise visibility on the shelves and make it easy for
the consumer to choose, clearly highlighting the type of product, type of meal,
different flavours, weight and calorie content. In order to make this choice
even easier, an icon was created for each product type so as to make them easy
to identify on the shelves and help consumers create a menu with different