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Gilchrist helps Co-operative with consistency

24 March 2011

Global branding and design implementation specialist Gilchrist, a Sun Branding Solutions business brand, has helped UK retailer The Co-operative achieve colour and brand consistency across its entire ready meal range, following a recent redesign.

Gilchrist was brought in by the retailer to ensure that consistency was achieved across its own-label ready meal portfolio, through the products’ pack layout and by maintaining brand guardianship. The design implementation specialist worked closely with The Co-operative’s design agencies to create new artwork and manage the reprographics for more than 40 SKUs in the range.

To ensure the project was managed efficiently, Gilchrist attended pre-artwork meetings with the retailer’s suppliers, printers, design agency and internal Co-operative personnel. Throughout the redesign process, Gilchrist liaised with printers and other suppliers to ensure the correct set up of files and guarantee deadlines were adhered to, which all helped get the products to shelf quickly and on time.

Gilchrist’s commitment and technical advice also ensured that all the pack formats conformed to the original concepts and remained faithful to brand guidelines and colour standards.

Adam Rockingham (Product Development Manager) of The Co-operative, commented: “We were extremely pleased with the way Gilchrist managed the redesign of our ready meals range. We experienced a number of challenges during the project and Gilchrist’s expert advice and knowledge helped us overcome each problem and avoid any delays in getting the products to market. Not only was the project well managed, the final results were excellent and met all of our expectations.”

Claudine Hall, Account Director working on The Co-operative brand at Gilchrist, commented: “We were delighted to work with The Co-operative on the redesign of its ready meal products. The project presented a number of challenges due to the size of the range and the tight timings. But despite this, and the various supplier issues along the way, we were able to meet all of the retailer’s deadlines and achieve consistency across all the SKUs in the range.”

The Co-operative ready meal range, which includes Indian, Chinese, American meals, as well as smaller snack pots, is currently being rolled-out across the UK.

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