the unity of differences
Coop Italia is one of the main Italian retailers, composed of five large regional cooperatives.
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After years of growing commercial success, Coop Italia wanted an overall repositioning of its communications, with the aim of offering all the Cooperatives of the group a project open to customization but coherent with the overall values of the brand.
We have approached this project by starting with the theme of the “Unity of Differences.” We developed a visual alphabet of words and images, applied to corporate and product communications, as well as social and territorial initiatives, convenience programs and indoor and outdoor signage. The architecture of the retail spaces has been formulated as a large domestic interior, with an intense range of colors and painstaking details. The project can be interpreted for three retail formats: mini-shops, supermarkets and hypermarkets. The first ten installations were done as a pilot program. We have also design over 30 Coop-brand products for the dining table and the kitchen, from textile items to cookware, flatware to dishes and glasses.
The company has been able to narrate its diversity with precision and coherence, based on its historical values as a cooperative, reinforcing its positioning in territories as well as its relationship with the members, to improve commercial results.
The project was carried out under the design management consultancy of Realise.
Project Frida Doveil and Mario Trimarchi
Products Photos by Riccardo Bianchi
Mario Trimarchi and Frida Doveil project for Coop Italia received the Compasso d’Oro ADI “Design for Food and Nutrition” Honorable Mention, 2015.
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