Behind every good independent retailer is a wholesale distributor who wants to help them be the best store in town. Metcash is the power behind the throne for many Australian retailers, providing support in merchandising, operations and marketing.
Local Independent grocers were perceived as being expensive, while the big 2 grocery retailers were about to launch their mid-tier ranges. Metcash had a strong belief that Australian’s shouldn’t have to give up their values to get good value groceries, but had no brand that could communicate this vision.
Metcash needed to create a new consumer facing brand that reflected their values. A brand that consumers not only felt was good value but also felt good about purchasing.
With trust in the major competitors low, a gap in the market was identified that was inline with the independent spirit of Metcash. That was to create a brand that had ethical standards for both supply chain and end product and the ability to give back with a portion of profit going into community focused initiatives.
Community Co is a brand where each product range is unique with personality that shifts to give different products their own story. We have designed a brand system that represents a community of producers together under the Community Co banner.
The brand is uniquely Australian and all of the packaging is sprinkled with a unique sense of humour. The design system is intentionally imperfect, creating a sense of craft to remain casual and grounded.