Coop
Project
Prix Garantie Redesign
Year
2020
Services
With Prix Garantie, Coop offers an affordable range for everyday shopping. But the arrival of discount retailers in the Swiss market changed how people perceived low-priced products. Low prices alone were no longer enough. The brand needed an appealing identity that made value-conscious shopping feel positive.
As the cost of living rises, managing money wisely becomes increasingly important. Saving on everyday shopping doesn’t mean having to go without. Instead, it frees up money for other things that matter.
Being price-conscious is therefore a matter of personal attitude: I decide how to spend my money. I choose affordable products because it makes sense for me – not because I can’t afford anything better.
Discount retailers have also shown that low prices and an attractive brand image are not mutually exclusive. Products can be affordable without looking cheap. Shopping smart doesn’t mean settling for less.
Prix Garantie needed to communicate its price advantage clearly while presenting an attractive, contemporary image. Rather than signalling low prices through deliberately simplistic design, the approach draws on the visual codes of established brands. This gives Prix Garantie a distinctive identity that reflects the changing mindset of value-conscious consumers.
Prix Garantie therefore stands for more than just low prices. It represents a conscious choice within Coop’s broad product range. In this way, affordability becomes more than an economic argument: it becomes an expression of an attitude in which saving money is not a limitation, but a decision made on one’s own terms.
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