Co-op’s premium range was performing pretty well but they wanted to improve brand recall, differentiating themselves from other premium own label and wanted more space in their packaging design between their core and premium products. For us, the process was business as usual – we just did what we always do. But for Co-op, it was a big step on. We got straight to the heart of what makes each product ‘Irresistible’ – and treated each category separately. Previous guidelines had been quite single minded and ridged. Not ideal for a range of 500+ lines. Who wants their pizza packaging to look like their chocolate packaging?

We proposed locking up the word Irresistible with the main Co-op logo to build on recall and recognition of the brand. We’ve then relaunched the entire Irresistible range of packaging with a whole new approach to photography, with designs that tell a story – and celebrate occasion.