United Co-operative head of marketing Patrick Allen said it was abandoning the concept of using different colours to brand the various businesses in the group and would use blue across its portfolio.
The 'colour-coding' concept was developed as part of the rebranding trial instigated last year by Co-operative Group marketing director Zoe Morgan. United Co-operative is also looking at retaining the clover-leaf logo, which the Co-operative Group is planning to ditch.
Allen said United Co-operative had developed a strapline, 'Better for you, better for everyone', that was intended to emphasise its links with the community rather than Fair Trade, which is a key plank in Morgan's strategy.
Allen said Fair Trade was a part of United Co-operative's strategy, but added: 'There's a hierarchy of interest. You can tell someone you look after African farmers, but they don't know any. They are more concerned about the state of the local playground.'
United Co-operative has about 1100 stores covering convenience, travel, pharmacies and funeral services across the North of England.
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