It's 2016 and it therefore must be time for *another* Co-op rebranding exercise. After all, the last was in 2009, so it must be overdue.
So, what's happened? This spring, the Co-op announced that it was to revert near enough to its 1968 Co-op "cloverleaf" in white on light blue. Ruthinians will recall that for many years the light blue Co-op square adorned the small Co-op at the top of Well Street (currently Creative Imagine).
A rebrand such as this cannot happen at once. This week's change means the exterior of Rhuthun/Ruthin has at least to some extent caught up with its own-label products now already increasingly bearing the Co-op cloverleaf that is replacing the "Loved by Us" label). The store's main white on lime Co-operative Bwyd remains for the time being.
Why a rebrand? The Co-op needs an identity in a sector that is becoming increasingly difficult—especially with the discounters Aldi's & Lidl's. Then there's the larger supermarket online offerings, which mean that fewer of us actually now enter a supermarket. By going back to the 1960s, the Co-op's trying to make an emotional connection with us (well, those of us who remember the cloverleaf). Basically, we are increasingly less loyal when we shop for food and the Co-op is trying make sure we identify with what made the Co-op different. As the Co-op says, "We've chosen this look because it links to a time when people understood how they could be co-owners of their Co-op and how a strong Co-op could help to create strong communities."
In any case, no one refers to their stores as Co-operative Bwyd, Co-operative Food or even The Co-operative. It's still and always has been The Co-op. May as well recognise this by calling it as such.
The Co-operative Bwyd was nevertheless identified by a shift upmarket (at least a little) and, generally, the store makeovers worked. Will the new yet old branding build on that? And how long till the next rebranding?
And will they revert to giving out divvy stamps?
Old and new...
A rebrand such as this cannot happen at once. This week's change means the exterior of Rhuthun/Ruthin has at least to some extent caught up with its own-label products now already increasingly bearing the Co-op cloverleaf that is replacing the "Loved by Us" label). The store's main white on lime Co-operative Bwyd remains for the time being.
Postman Pat meets the Co-op? The current van, of course, is lime and white Co-operative
Why a rebrand? The Co-op needs an identity in a sector that is becoming increasingly difficult—especially with the discounters Aldi's & Lidl's. Then there's the larger supermarket online offerings, which mean that fewer of us actually now enter a supermarket. By going back to the 1960s, the Co-op's trying to make an emotional connection with us (well, those of us who remember the cloverleaf). Basically, we are increasingly less loyal when we shop for food and the Co-op is trying make sure we identify with what made the Co-op different. As the Co-op says, "We've chosen this look because it links to a time when people understood how they could be co-owners of their Co-op and how a strong Co-op could help to create strong communities."
The rear of the store, as seen by all who drive in, is tatty
In any case, no one refers to their stores as Co-operative Bwyd, Co-operative Food or even The Co-operative. It's still and always has been The Co-op. May as well recognise this by calling it as such.
And will they revert to giving out divvy stamps?
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Supermarkets