The leading organic brand in the Nordics and pioneer in sustainable food since 1991. With the brand promise of ‘Carefully Chosen and Wisely Excluded,’ food retailer Coop’s Änglamark brand offers the broadest range of third-party certified groceries in the Nordic market.

Änglamark’s brand potential motivated Coop to strategically reposition the brand in the Nordic market. Coop partnered with Priority to build a revitalized Änglamark brand, geared to meet the competition of tomorrow and attract new younger consumers. The assignment took a holistic approach to business issues within branding and communications. More specifically, Priority helped create an updated brand concept and design, including packaging design and in-store communication. Support in product innovation, range extension, and pricing strategy was also included.

As designer I ensured that the designs were carried out according to the creative vision, and created the Änglamark Brand Book and Design Guidelines to ensure that all future products keep in line with the new brand and design.