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Coop Östra is Sweden's largest consumer cooperative, owned by almost 2 million members across 290 stores. As a cooperative, members own and influence the organization, receiving benefits such as member pricing and partner offers. Despite this unique ownership model many members remain passive and disengaging from digital touchpoints to avoid administrative hassle.

Coop Östra is undergoing rapid growth, expanding from 5,000 to nearly 7,500 employees. The challenge is not simply to communicate prices, but to reduce friction in the membership experience and close the gap between central decisions and consistent in-store execution. Research revealed a core tension: Coop holds a genuinely democratic and cooperative ownership model, yet this distinctive identity has faded from both customer awareness and internal pride.

The solution reclaims Blåvitt. The classic blue-and-white identity serves as a symbol of democratic ownership. Member Days are renamed Delägardagarna (Owner Days) and marked by limited Blåvitt product drops and branded merchandise selected through member votes, making the cooperative's democratic values tangible. Alongside this, an internal activation gives the staff in-store simple, concrete tools to recruit members and communicate what makes Coop's membership genuinely unique; turning every employee into a proud ambassador for co-ownership.