Coop Alleanza 3.0
Positioning strategy development
Can a complex reality be told in simple terms?
Coop Alleanza 3.0 is much more than a supermarket chain. It is Italy’s largest consumer cooperative, deeply rooted in local communities and built on people’s participation. Through the principle of mutuality, members contribute to the life of the cooperative, which gives value back to them through economic benefits and local projects that benefit the community.
How can we make the depth of this model visible to the outside world when it risks being perceived solely through its commercial dimension? This is where the journey of Coop Alleanza 3.0 and Blossom began: to find a strong positioning capable of expressing the brand’s uniqueness without diminishing its richness, while making it clear and relevant to everyone.
Building the new positioning together
To build a solid, long-lasting strategic framework, Blossom and Coop Alleanza 3.0 worked side by side. Over the course of a year, the process clarified the cooperative’s identity, brought its different elements together, established priorities and defined a shared, recognisable direction.
This work led to a positioning that highlights what makes Coop Alleanza 3.0 unique: a shared benefit built together, generating value for people and communities. The framework guided the development of the tagline, narrative and communications, keeping a clear focus on what to communicate and how.
A positioning built around the power of grocery shopping
The collaborative work led to summarising the new positioning in the tagline “Inizia tutto dalla spesa” (It all starts with grocery shopping). This choice restores to grocery shopping its role as a generator of value: it is the gesture that sets the cooperative model in motion and helps provide benefits for people, commercial initiatives, and projects supporting local communities and territories. The tagline sparks the imagination around the many worlds made possible by grocery shopping and offers a simple, flexible narrative framework, capable of accompanying the cooperative over time and telling its different stories: from members to consumers, from female and male employees to local communities.
Infinity: a symbol that tells a story
The visual identity translates the mutualistic principle behind the positioning into a simple, recognisable symbol: the infinity sign, created from the two central “o”s in Coop Alleanza 3.0. It represents the ongoing bond between the cooperative and the community, a flow of value that starts with the individual, extends into the territory and returns to the individual.
The symbol guides the visual identity and accompanies the cooperative’s stories. Its movement illustrates the relationship at the heart of the cooperative model: participation based on the reciprocal exchange of value. In this way, the visual identity reinforces the positioning and makes it recognisable across different applications.
The commercial where everything comes to life
To launch the new positioning, a commercial was created in which the message “Inizia tutto dalla spesa” (It all starts with grocery shopping) and the visual identity come together in a simple yet effective narrative. The video shows how an individual gesture can trigger initiatives that benefit the community, demonstrating how grocery shopping can generate value beyond the supermarket. The red ribbon from the visual identity connects these moments in a coherent visual narrative. Completing the story is the sound identity, built on a progression of sounds that grows into a choral dimension and amplifies the message of the video.
