When a Re-Brand becomes a Re-wind


Earlier this year, The Co-Operative group of Supermarkets announced their commencement of a 3-year overhaul of all their stores.

Like all Brand Overhauls, the first thing to be looked at and addressed was the Brand Identity.

And interestingly, rather than looking forward, the Brand Team looked back, specifically to the words of the original CEO, Phillip Thomas.

In 1967, Mr. Thomas said, …”we are the Co-op, we should be proud of it and shout it from the house tops …the straightforward ‘Co-op’ mark at once identifies us as societies own house brand.”

In 2016, the Brand Team have adopted the same thinking and have re-introduced the ‘iconic’ identity across all stores and brands.

Initial reaction to this re-wind re-brand has been overwhelmingly positive, with older consumers/members expressing a fondness for the iconic clover-leaf icon, whilst younger consumers have taken to Social Media to praise its retro classic, cool and contemporary look.

What’s interesting is to take a look at the below ‘then’ and ‘now’ images and you can see how the old/new branding really is a timeless branding classic…

…and a classic example of the old adage – ‘If it isn’t broke, don’t fix it.’