Coop’s new Nordic brand needed an adjustment for its non-food category: small household utilities that keep daily life running efficiently. These items include batteries, kitchen utensils, cleaning detergents, and cotton pads and much more. To integrate these products into the overall design system, the aesthetic needed to shift from a "tasty" food-oriented feel to a more functional and utilitarian approach.


Using the same design system as the main Coop brand, with the iconic plate as the central element, the household category received a twist. The focus shifted away from food-inspired visuals to a more practical, straightforward style that fits seamlessly into spaces like the kitchen, bathroom, and laundry room.

The plate remains the central design element, but for household items, it’s adapted with an asymmetrical layout that gives the category a functional appearance. The design system retains the "recipe" principle from the main Coop brand but swaps food-centric ingredients for more technical, utility-focused visuals. Combined with a technical illustration style, the category maintains a strong connection to the Coop brand while clearly communicating its purpose: practicality over edibility.