Putting local communities first

The East of England Co-op is the largest independent retailer operating in the East of England, serving communities across Essex, Suffolk, and Norfolk with a range of food stores and specialised services.

The thread

Engaging LMC to craft a brand for the launch of its new corporate framework, 'Our Co-op', the East of England Co-op sought to define a set of values and behaviours which set out how the business should operate and how colleagues should work together. 

In response, LMC introduced a simple yet impactful concept: 'the thread'. This visual motif acted as a clever visual shorthand for the plan as a whole, with 'Our Co-op' symbolising the thread interconnecting every part of the business and extending its influence into the wider communities it supports across the East of England region.