Coop's makers own the business, but nothing in the brand showed it. The collections were strong, and the identity underneath them was forgettable.
We built the brand around the makers themselves: a sturdy typographic system, portrait-led art direction, and labels that name the person who made each garment.
We also art-directed the launch campaign shoot to set the tone for future seasons.
The rebrand launched with the spring collection, which sold out in six weeks. Coop now uses the system across its stores, e-commerce, and packaging.