Central England Coop
Brand, Illustration, Web, Point of Sale
Create an upbeat, positive brand for Central England Coop's new trading development fund and its first campaign, The Malawi Partnership.

The Challenge

Central England Coop initially came to us to create two brands for their next big project; An over-arching brand for their international trading development fund, and a second for their first campaign within the project, ‘Our Malawi Partnership’. Alongside the brands, a whole raft of assets for digital and print applications needed to be created –from digital assets to in-store display units.

We began by crafting a bright and colourful brand championing the positive message of the campaign’s purpose and took inspiration from traditional block printing and the country’s love of vivid colour. Along with a pattern library and scrapbook-style image treatment, we created a raft of original illustrations and iconography for use by both us and their internal marketing teams who took the project forward.

The first step

The parent identity needed to be simple and smart, and must be able to sit comfortably beside the Malawi project, and all future projects still to come. We created a simple monotone identity that looks at home on packaging and point of sale. In contrast, the Mawali partnership logo was created using the same deconstructed pattern blocks and paper textures used throughout the extended brand.

We created point-of-sale artwork for in-store product displays housing various Malawi-sourced products, alongside custom-printed canvas totebags.


Central England Coop required a microsite to house all information on the project along with putting the Malawian Farmers centre spotlight and how the project has directly benefited the local communities producing the raw ingredients. The site also featured detailed information about the specific products available through the project –from macadamia nuts and cashews, to tea and coffee– promoting the growers and distributors from Malawi.

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