A brand seeks its self

Külling & Partner and cR Seiler DDB, Basel, have given Coop a new identityAfter several years of preparation, Coop is implementing the "Coop Forte" vision with a view to moving closer to the EU: On January 1, 2001, the 14 Coop cooperatives were merged into one company. At the same time as this structural reorganization was completed, the company launched a newly designed brand identity in the spirit of corporate branding, which is intended to tap into previously untapped profiling potential. In the new image, the corporate color orange is about the only thing that is still reminiscent of the "old" Coop. A strategy paper justifies the retention: "We want to take the strength of tradition with us into the future and are not evading Migros, but are finally putting it on the defensive."
The new identity of the Coop brand is communicated through a new corporate design by Zurich identity agency Külling & Partner and a new umbrella brand identity by cR Seiler DDB, Basel, in which even toddlers blink their eyes as they make their choices. page 14