A fictive rebranding and packaging of Coop Änglamark, a Swedish low budget ecological brand, was a project that was made during a packaging course.

The rebranding had two main goals; creating a new and innovative identity that doesn’t recall being a typical eco product, and to attract a target group that is unable or unwilling to identify with the most eco-minded costumers.

By turning the design into simplicity, where colour meets white space, we took a step away from typical eco packaging that is often “ecological to its core” (meaning that they in a great amount of times uses recycled materials and earthy colours). By creating a design language that creates attention and have connotations to being cheap (by its clean, but attractive, design language) the packaging would make more customers aware of them, instead of just looking past them where they’re standing in the shelf.

The original Coop Änglamark logo was kept with a few minor changes. The ending of the “a” got shortened and the leaves over the “a” got minimized, giving a slimmer and cleaner look. The text under the “a” got changed to only include “Änglamark”. This because we wanted the brand to stand on its own, and not rely on the cooperation it belongs to. The new presentation of the brand name in the signature was set into Arno Pro, which has an organic feeling to its unsharp edges, but still keeps the signature simple and clean. The signature is presented in the colours that are applied on the packages, and is therefore coherent in the style of one specific product.

The chose of colours are based on various recognizable factors such as taste, scent or fat levels. An example of this is shown in our different cream packages. The fattest, whipped cream, is in a typical colour for whipped cream in Sweden; red. The whipped cream is followed by orange – cooking cream, yellow – cream, and green – coffee cream. By colouring the packages on the sides we also made it possible for the customers to recognize the product from all angles, making it easier to find the right product at once.

Made in collaboration with Maria Grevsjö and Victor Kanmert.

Exhibited at the Linnaeus University's degree exhibition "D+R" 4-16 June 2013. For images, view this blog post.

Amanda Larsson Graphic Designer and Creator
Amanda Larsson Graphic Designer and Creator
Amanda Larsson Graphic Designer and Creator
Amanda Larsson Graphic Designer and Creator
Amanda Larsson Graphic Designer and Creator