What The Co-op Rebrand Tells Us About The Current State Of The Sector

The unveiling of the Co-op rebrand last week was the latest sign of a major shift in the supermarket arena, according to John-Paul Hunter, creative director at Webb deVlam.

He says the brand’s decision to revert back to its origins, resurrecting – albeit also modernising – its 1968 logo, was a clear attempt to spark an emotional connection with an audience for whom loyalty is meaning less and less.

Read the full article on the CITY A.M. website