Our brief from convenience chain CO-OP was to consolidate the loyalty of existing "Truly Irresistible" consumers whilst enticing new, more price sensitive shoppers. The objective was to project the premium virtues of the products whilst simultaneously emphasising their Fairtrade credentials. Our further challenge was to re-design and relaunch over 400 SKU's within 6 months.
P&W's solution was a design system that rebranded the top-tier own label range as “IRRESISTIBLE", bringing to life the brand's qualities of 'flavour and indulgence' through food focused, editorial photography and engaging packaging substrates.
CO-OP had been awarded 'Convenience Retailer of the Year' in the UK. Brooke Fletcher, Packaging Design Manager at the CO-OP commented: "The new lrresistible brand design created by P&W clearly demonstrates their understanding of the brief and the need to help inspire consumers with our everyday quality products. They have delivered a modern identity that is foodie but customer focused.
