In 1966 Co-op France celebrated its centenary. It had closely followed in the footsteps of the cooperative movement that begin in 1883 with the co-operative consumer societies of Great Britain. Just like the initiatives of other European countries such as Italy and Germany, Co-op France had expanded and diversified its activities post-war. This was further catalysed during the 1950s and 60s economic and industrial boom. As Co-op France grew it sought to maintain its core purpose of ‘protecting consumer life’ whilst introducing new activities that included manufacturing own-brand goods, expanding into logistics and vocational training, as well as operating leisure facilities.

The introduction of a new design policy intended to clearly align all these diversified activities, continue to develop trust in Co-op across new areas and products, and develop a visual tool to attract new customers. The responsibility for developing this new design policy was c.e.i, the design studio of renowned designer Raymond Loewy.