Clean and simple branding of a new concept supermarket store, C-Coop. The e-types, the creative agency behind the branding, describes their work –

“Recognizing that modern urbanites are becoming increasingly busy while also increasingly aware, Coop – Denmark’s largest supermarket retailer, decided to launch a new concept store – dubbed “C” – designed to meet the ever-increasing demands to ethics, price, convenience, and lifestyle. e-Types developed the name, logo, and identity for C – reinterpreting Coop´s original values into a heart. The logo signals the care for people’s health and economy as well as the concern for the world around us that lie at the very core of Coop. Values that we believe will never go out of style.”

I love that the simplicity is carried across into the advertising campaigns (that are even colour coded.. BRILLIANT!)