The Co-operative one of the top 5 supermarkets in the UK recently introduced a redesign of its premium Private Brand ‘Truly irresistible’. British agency Asylum identified the opportunity to make ‘Truly irresistible’ more than it had been – just a label. It must be the key Brand differentiator giving the customer a reason to believe. By creating a ‘truly’ statement they were able to connect the identity to the quality of product and communicate what makes each product different from the standard range – making it indeed ‘Truly Irresistible.’ For example, compared to the standard pizza the ‘Truly Irresistible’ pizza has a hand stretched dough base that makes it ‘… truly indulgent’.
The design also relies heavily on photography to communicate the quality of the product and its ingredients. The photography captures a vintage, rustic feel, using props evocative of a traditional kitchen. By using cutlery that looks like it’s been used and crumbs around the plates we give the sense that you couldn’t help but tuck in – again reinforcing the product identity as ‘Truly Irresistible.’\