Turner & Townsend plays key role in extensive rebranding of the Co-op
Posted by
Independent professional services company Turner & Townsend is to continue providing project, programme and delivery management for the Co-op’s extensive rebranding campaign across the entire business over the next five years.
The global consultancy, which has been at the forefront of delivering the rebrand to the first stores, will be responsible for managing the rollout of the iconic blue cloverleaf Co-op logo.
More than 70,000 employees across the UK will take part in a “Back to being Co-op” programme, helping to educate staff about the benefits of membership and reconnect them with the Co-op’s heritage through 5,000 colleague events across the country.
The rebranding marks a return to the core values for the brand. From the autumn, Co-op members will receive a 5% reward for any purchases of own brand product and services with a further 1% benefiting local causes through a new community reward scheme.
Mike Lumb, project director for Turner & Townsend, said: “We’re proud to be playing such a pivotal part in the Co-op’s return to its pioneering roots, championed by the original founders.
“We’ve been working with the Co-op for a number of years and are delighted to being using our expertise and experience in retail to help deliver this transformational programme.
“Turner & Townsend has immense respect for the heritage of the Co-op and its brand values, which are both focused on community and its workforce.”
Allan Leighton, chair of the Co-op, said: “We are on the verge of creating a new Co-op economy, one where the trade from our members clearly benefits them, their communities and our thousands of suppliers.
“Our brand identity, whether seen on a Fairtrade bottle of wine, on a funeral home fascia or on our insurance website, will signify a better way of doing business.”
