Our concept to give Coop Denmark a contemporary lift while maintaining their core essence.

Coop Denmark was struggling with brand recognition in a vast market of competitors with similar diluted visual identities.

The refreshed logo is based off their new corporate font, honours the original while refining its details for the digital age. Coop Denmark being a place where people come together and community-centered, is reinforced in how the “O” forms new shapes in different ways. The playful modernist eyes are a call-out to their members only offerings; like a cheeky shared secret between Coop and customer. An energetic and warm colour palette sets them apart from the current competitior landscape.