Good Karma for vegetarians and vegans.

The Coop opens its first meatless supermarket.

You won’t find any Red Bull, schnapps or cigarettes in this Coop in Zug – or any meat. Only vegetarian and vegan products are offered on a retail space of around 140 square metres. The new concept is called “Karma”. It is surprisingly trendy with a fresh visual presentation and a special product range. Karma offers a culinary variety from all over the world, from falafel and couscous to Indian dal and guacamole and Thai curries.

"Around 40 percent of the Swiss population have decided not to eat meat once a week"

Says Coop boss Joos Sutter. The new concept therefore not only appeals to vegetarians and vegans but also so-called flexitarians, i.e. people who consciously consume little meat.

Frontwork brought the POS concept for "Karma" to life.

The POS concept for “Karma” stems from the Kreisvier agency, Frontwork brought it to life.

The ambience specialists created the interior design down to the last detail: fresh and bold materials with playful themes conjure up a cosy, harmonious atmosphere inside. The floor was decorated with stencils and abrasion-resistant paint with a paint application of only 0.02 mm. The large-area front of the wall creates a harmonious, cosy and beguiling effect. The inscriptions are in 3D, contour-milled and provided with foils. A striking detail: any desired theme can be printed on the wallpaper.

Frontwork also perpetuated the “Karma” logo on wooden elements such as chairs, counters and shelves. The brand was applied by means of a brass plate heated up to a temperature of between 600 and 800 degrees.

The name plates of the staff bear the typical signature of "Karma".

A magnet board presents the shop’s team with photos and names. Even the personal name plates of the staff bear the typical signature of “Karma”. The shop advertising media for shelves, new products and promotions have magnetic clippers and are interchangeable.

Solution-oriented, uncomplicated and flexible.

The communication was solution-oriented over the entire project, the working relationship uncomplicated and flexible. The “Karma” project was kept secret until the first supermarket of its kind in Switzerland was opened.

Customer: Coop head office, Basel

Agency Kreisvier Communications: Christian Jost-Cellarius, Client Services, and Simone Bratsche, Projektleitung und Beratung, Basel

Interior design: Brem+Zehnder AG, Muhen

Manufacturer: Frontwork AG, Fabio Vareni and Tinu Graf, Wallisellen