With inspiration from the Italian mathematician Fibonacci, design agency Bedow has designed the new packaging design for Coop Sweden’s private brand pasta assortment. By allowing the Fibonacci sequence of numbers to guide the graphic decisions, Coop has been provided with a flexible and distinctive design system that clarifies the pasta range and stands out in the shelves.

Coop Sweden has grown into one of Sweden’s largest grocers with a vast range of products. Coop’s private brand pasta range struggled with a rather homogeneous look which made it difficult for customers to navigate among the different products. Therefore, the team was assigned with creating a new design system for the pasta packaging.

“At Coop, we have an extensive supply of pasta that was easy to recognize – however, difficult to differentiate. Our mission for Bedow was therefore to create a design system in which each pasta range has its own distinct personality,” said Jonas Malmquist, Design Lead at Coop.

The design was inspired by the Italian mathematician Fibonacci. He discovered a numerical sequence closely related to the golden ratio, a value found widely in nature that have been believed to create geometric harmony throughout the history of art.

The new pasta packaging was launched during summer and will gradually be promoted in stores this autumn.