Preventive action - healthier living
Coop’s health brand
Coop: We are setting the course for a new health brand. Are you game?
BrandPartner: Gladly. Briefing?
Coop: Name: Conviva. Positioning: The medicine cabinet in the supermarket.
Special challenges:
1. building brand expertise in the healthcare sector
2. a credible brand for four different areas
BrandPartner: Let’s go.
The medicine cabinet in the supermarke
More and more people want to live healthier lives. Healthier living also means taking preventive action, for example through preventive self-medication. Coop not only saw this as an opportunity to selectively expand its product range, but also took the new situation as an opportunity to thoroughly rethink its brand strategy in the health sector.
The responsible team set the course for the development of a new health brand. It was to bring together a range of over 60 products for self-medication, healthcare and wound care under one brand. The label was to stand as a "medicine cabinet in the supermarket" for high-quality and contemporary all-round care.
BrandPartner created a clear brand identity and interpreted it in a standardised design language: from the logo to the packaging in various formats for tubes, vials, dressing materials and blister packs.
One brand for four areas
The driving force behind the new own brand is the segment of nutritional supplements. They are generally considered to have the greatest future potential. In addition, there are medical products for wound care and quick problem solvers for minor ailments.
In the course of the project, the need to form two groups of food supplements became clear. The purple line serves health needs, the pink line serves cosmetic needs.
All in all, the new health brand brings four areas under one roof and enables clear orientation within a brand by means of a colour code.
Purple is the colour of the main line - the nutritional supplements. This includes vitamin and mineral supplements and many more that are used for health prevention.
Blue stands for medical products for sterile wound care with various plasters, bandages and disinfectants.
Green was chosen for problem solvers for health problems such as dry eyes, coughing or temporary gastrointestinal complaints. This range extends from anti-allergic eye drops to revitalising bath additives.
The food supplements that promise beauty from within are pink. These include collagen preparations, hyaluronic acid capsules and preparations with nutrients for connective tissue, skin, nails and hair.