i2i europe to Oversee All the Co-Op’s Own Brand Store Delivery Packaging

i2i europe, the creative services arm of the Weedon Group of independent corrugated packaging manufacturers, has been appointed to support the Co-op in updating all of its own brand store packaging in a major transformation programme.

i2i europe will produce all the own brand artwork for both Retail Ready Packaging (RRP) and outer cases for the Co-op’s suppliers, overseeing the use of corrugated store delivery packaging and driving consistency of colour and branding. In addition, i2i europe will improve the structural design of the packaging.

A focused i2i RRP team and a cross-functional stakeholder team within the Co-op’s head office in Manchester will work together with the retailer’s own brand suppliers to update their corrugated packaging in line with the Co-op’s recently updated Retail Ready & Corrugated Outer Cases Supplier Guide and the retailer’s corporate sustainability goals.

Using its expertise in packaging reduction, i2i europe will also help suppliers to eradicate unnecessary packaging and replace single-trip plastic wherever possible with alternative paper-based materials, thus reducing any lasting environmental impact.

The Co-op is the UK’s sixth biggest food retailer with more than 2,500 local, convenience and medium-sized stores.

i2i europe’s creative designers have expertise in brand development services, both graphic and structural design for primary, secondary and tertiary packaging, as well as Point of Sale (POS) and display materials, production services, supply chain efficiency and retailer own label packaging requirements.

John Weedon, Managing Director of i2i europe and the Weedon Group, commented:

“We will operate within a defined ‘total support’ plan of the Co-op’s new brand image on their store delivery packaging, supporting the Co-op in its implementation and ensuring brand consistency on the shelf.

“But we have been given a multi-faceted remit. Through our experience of working with major brand-owners and retailers, i2i europe has unique expertise in retailer requirements and the extended flow of goods from supplier to consumer.

“So, in addition, the long-term aim is to work with the Co-op’s Value Chain team and suppliers on key strategic projects to help maximise value and reduce costs, while ensuring that their packaging is more environmentally friendly and enhances the Co-op’s brand and product quality.

“We have been appointed initially for two years and are confident that, in this time, the Co-op’s store delivery packaging formats will emerge as one of the leaders in the field of RRP.”

Brooke Fletcher, Strategic Design Manager – Own Brand at the Co-operative Group, added:

“i2i have been great to work with. They’ve understood exactly what we’re trying to achieve and offered invaluable technical and creative support. We look forward to embedding our new guidelines and standards and creating an all-round improved experience for colleagues and customers.”

For further information:

John Weedon, Managing Director of i2i europe and the Weedon Group, on 01543 423838.