Coop Netherlands plans to give its own-brand products a new packaging design in association with design agency Yellow Dress Retail.
The initiative aims to draw more attention from consumers by making the packaging more attractive.
The project will also see the Top! van Coop line renamed as Trots van Coop.
Customers contributed ideas on the new design of the packaging for the own-brand products and helped select the new name, the retailer said.
The chain conducted a digital customer survey, called the Listening Panel, to receive feedback from consumers throughout the redesign process, which led to an increased focus on using more sustainable packaging material in products.
Bert Nijland, head of formula management, said, "Our house brands are of excellent quality, affordable, and they look good. We are proud of it. We show that with the new name and the new designs and in the composition of the range.
"Together with category and formula management, suppliers and Yellow Dress Retail, we are looking at how we can improve the structure of the assortment in each category. After all, the best choices are made together."
The connecting o's of 'Coop' form the core of the new concept designed by the Amsterdam-based Yellow Dress Retail.
The graphic form ensures recognisability and offers room for variation, which the retailer hopes will distinguish it from other brands.
Michelle Romeo-Wiegman, creative director, Yellow Dress Retail, said, "A private label under its own name makes Coop more visible as a brand. With the renewed house brands, Coop is positioned even more strongly as the supermarket for the daily meal solutions.
"The packaging design ties in closely with the brand values Lekker (tasty) and Dichtbij (close) and shows the personality of Coop as a brand: sincere, honest, a bit cheeky."