Background
Coop Denmark’s “X-tra” product lineup consists of discount products with needlessly cheap packaging. I was challenged to improve on Coop’s packaging design, but without a marginal increase in production cost.
Previous design
Coop Denmark’s “X-tra” product lineup consists of discount products with needlessly cheap packaging. I was challenged to improve on Coop’s packaging design, but without a marginal increase in production cost.
I approached a modern design style, where I incorporated Coop’s font into the design, to build on Coop’s core brand recognition. At the time, Coop had started to unify their brand identity, making their identity louder and clearer, so I found it important that my design complied with this effort.
My design makes efficient use of white as well as a lower amount of yellow in favor of marginal increase magenta, saving on ink, while still embracing the “X-tra” brand color with an impactful product image.
To gain feedback, I re-skinned some discount chocolate milk to hear people’s initial reaction. Few people agreed that this was a product of low quality, attributed to the “X-tra” badge’s product representation, but overall, no users were discouraged of buying the product at the former MSRP.
However, Coop did not seem interested in my effort, in favor of another solution.
As of 2022, Coop has once again updated its lineup with a new manufacturing process and a new design to accompany it.
Interestingly, they’ve given up on saving on ink as a cost-cutting measure, settling with vivid pantone colors to make the items stand out on store shelves.
Annoyingly, the lack of details and oversimplification are discouraging, as its plain simplicity gives off the impression that the product itself is plain, boring and simple.
I was surprised that, in Coop’s expensive effort to replace individual store brands with “Coop” and “Coop 365” has yet to be implemented in their product lineup… While “by Coop” is apparent on the new design, “X-tra” is needlessly loud, completely undermines Coop’s logo and creates a general design imbalance.
What's your take on this? Let me know!