Renew the identity of a leading mass retail brand through a cohesive yet plural graphic system and a vibrant language that embodies its cooperative and responsible commitments.

For over 30 years, Système U has operated under a cooperative governance model and has actively promoted more responsible consumption. In a context where mass retail is shifting toward greater accountability, the brand needed to assert both its status and its commitments.

ZAKKA developed a new brand platform, enabling the transition from Système U to Coopérative U. The agency redesigned the entire identity system across all banners (hypermarkets, supermarkets, convenience stores), as well as services and product categories (rental, beauty, organic, culture, etc.). To balance cohesion and diversity, a graphic system of patterns was created around the historic logo, allowing each universe to be both differentiated and energized.

The agency also defined and created the full set of verbal assets, including a tone of voice charter and a behavioral framework. This new way of speaking structures all communications. Every day, teams across 1,568 stores, 65,000 employees, and partner agencies now communicate with one unified voice.