Coop

Free From

Project

FreeFrom Redesign

Year

2023

Services

Brand Design
Packaging Design

Clarity builds confidence. Enjoyment comes naturally.

For people with food intolerances or allergies, shopping often requires extra effort. They carefully check ingredient lists and look for suitable products that offer reassurance without compromising on enjoyment.

The FreeFrom brand provides clear guidance and makes suitable products easier to find. At the same time, it serves as a trusted quality seal that can also be applied across other Coop own-brand ranges.

Confidence that makes enjoyment possible

For a long time, products for people with intolerances focused primarily on functionality. Some packaging resembled that of medicines, with information and tolerability taking precedence over the enjoyment of food.

But eating is about more than simply finding suitable products. People who already face restrictions in their everyday lives should be able to shop and eat with confidence, free to enjoy their food without worry.

Our approach

FreeFrom combines clear information and easy navigation with the promise of carefree enjoyment. The brand helps shoppers identify suitable products quickly and gives them confidence in their choices.

As a quality seal that can be used across brands, FreeFrom can also be applied to other Coop own-brand ranges. This means it not only helps shoppers navigate the FreeFrom range but also provides a trusted, consistent label across different product categories.

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Haecky