The Northern Cooperative Meat Company, in operation since 1933 and is based in Casino, Australia’s meat capital within the Northern Rivers of NSW, was a well-established entity. The Ad Agency’s mission was to rename and rebrand this company to enhance its global presence and better represent its industry-leading standards and product diversity.
During the organisation’s renaming phase, in-depth research and workshops were conducted to explore various options. One key and consistent finding was that the organisation was already referred to as “The Co-Op”. The term “Co-Op” aligns perfectly with all stakeholders, embodying the dictionary definition: “a jointly owned enterprise engaged in production, distribution of goods, or provision of services by its members for mutual benefit, often organised by consumers or farmers.”
‘The CO-OP’ calls out the uniquely ownable proposition of financially empowering Producers through the value chain. In bringing ‘CO-OP’ out front and centre to the brand it allows us to truly own it. Given Research told us that many everyday people already referred to the organisation as ‘The CO-OP’ it helped bring automatic authenticity to the name change and grounded it in reality. Both visually and verbally it’s a succinct, positive, and simple statement. Calling out member / farmer owned and feels comfortably Australian in its abbreviated tone.
The new logo represents unity, coming together & growing together for a collective benefit. The ‘c’ and ‘o’ are based on an infinity symbol and represents a sense of balance, and unbounded, limitless possibilities.
