As one of Sweden's most sustainable brands according to independent surveys, Änglamark holds a strong position on the market. The present challenge is to become a more contemporary brand with a consistent voice and personality in order to strengthen its relationship to specific target groups. The goal is primarily to attract a younger target group, families with children under the age of 30, to get attention among the next generation of consumers. The work of getting new life into the Änglamark brand has resulted in a new design that breathes modernity, attitude, transparency and differentiation. A design that builds a sustainability brand for a modern lifestyle. Today the range consists of 650 products in the Nordics. Coop´s strategy is to invest more in their private brands to meet changing consumer needs. The release was in October 2018 with approximately 1/3 of the assortment in Sweden, in a first phase.

The main focus was to use the brand recognition in an updated manner. Where elements of the logotype were used in an evolutionary way to communicate Änglamark 2.0. Mainly the ä that became both an important graphic element for the design but also a brand recognition tool for the Änglamark products to stand out on the shelf, both from competitors and from afar. Using a white background highlighted the cleanliness of the ecological/sustainable products. Änglamark doesn’t hide behind anything, it doesn’t have to be brown to communicate eco. It is a sustainable brand for the 21st century, for real. No whitewashing. The design was also created to attract consumers, mainly a younger target audience, 30 with children, that want to make a difference with their everyday shopping.

The new design breathes modernity, attitude, transparency and differentiation. A design that builds a sustainability brand for a modern lifestyle. The white color stands for high quality and the purity of the product and allows the packaging to stand out on the shelf for a competitive edge and simplifying for the consumers. Through a clear ä that creates attention in store, and is a ”window to the brand”, we strengthen brand recognition as well as signal a promise that dates back to the foundation in 1991. The ä is taken from the previous logotype and is in the new design more prominent and a bearer of the brand. The design was applied to a diverse selection of 150 pcs of various packaging and formats for the 1st phase, ranging from dairy to meat and cold cuts. Fruit & veg and cleaning products.

Today the range consists of 650 products in the Nordics. Änglamark represents approximately 50% of the organic turnover of Coop, with an annual sales value of 1,6 billion SEK in Sweden. There is a strategy for Coop to invest more in their private brands to meet changing consumer needs. The release of the new design was in October 2018 with approximately 1/3 of the assortment in Sweden, in a first phase. The sales increase was approximately 20-30 % in comparison to previous year. Änglamark is also the one organic brand with the highest score on all dimensions on the brand tracking results (Source: NEPA dec 2018). December 2018 compared to Sept / Oct 2018: 1. Awareness from 69% to 73%, 2. Consideration from 39% to 42%, 3. Preference from 9% to 10%, 4. Conversion from 9% to 10%.