Leeds based design and branding agency CHILLI have created this year’s Christmas packaging design for Co-op. The consultancy, who specialise in working with food and drink brands, were approached by the leading convenience retailer to take on the challenge of creating the design for this year’s Christmas product packaging for 2020 and translate a creative brief across Co-op’s core, novelty and premium ranges.
Co-op’s focus for this year’s Christmas packaging was to bring to life the feeling of community spirit through great food whilst acknowledging their ongoing commitment to conscious consumption and plastic reduction. These core elements were intertwined with the packaging design, steering the CHILLI team towards a more minimal and sustainable aesthetic and focusing on traditional elements with a modern, up-to-date twist. Working closely with Co-op's packaging design team, CHILLI explored various design directions before taking inspiration from the hygge and Scandinavia trends and creating a ‘Frosted Fjords’ theme which encompassed elements of nature, folklore and minimalism. These designs were then translated across to packaging and presented to a customer focus group to gauge an insight into how they appealed to shoppers on the products themselves and their overall shelf appeal. The group overwhelmingly loved the Paper Snowflake theme with its clear, informative design and festive fun feel, which had a fresh, modern take on a nostalgic Christmas ideal.
To make this creative work across the broad spectrum of the Co-op’s ranges, the CHILLI team adapted the design elements of each to fit within the specific needs of each brand, using colour to differentiate between ‘Free From’ and Vegetarian lines as part of the core range and creating a family of fun Nordic inspired characters to bring alive the products in the novelty category. Co-op’s premium “Irresistible” range encompasses elements of decadence and luxury meaning that the products really needed to sing from the shelves during the festive season whilst retaining the key brand and packaging attributes they feature all year round. Dark colours and metallic elements were introduced into the designs to give a high end and luxury feel whilst still harmonising with the other ranges through their simplicity and natural elements.
CHILLI’s MD David Whittle said: “We’ve loved working with such an iconic brand on their Christmas campaign for 2020. Co-op’s brief was to create a strategic design that would provide clear tiering across their ranges whilst harmonising together to encompass their theme. “Our talented team have created a beautiful range across the board which will certainly stand out on the shelves during the festive period.”
Caron Moore, Design Manager at The Co-op said: “Our focus for the festive season this year was to enhance the feeling of community Christmas spirit with our chosen design theme and the CHILLI team have been able to interpret and intertwine these themes with our packaging and really bring those ideas to life. “We’re committed to reducing plastic and creating more sustainable packaging across our ranges and in particular those around the festive period. The paper snowflake design has worked well at unifying those responsibilities with our focus for the Christmas campaign and communicating them clearly to our customers.”