COOP Naturaline

Completely natural

Even in regards to natural cosmetics, Coop sets a clear example. After the relaunch, the Naturaline Cosmetics range is presented in a new fresh look. In close collaboration with printers in the United Kingdom, Austria and Switzerland, Amagoo ensures that the packaging - across all different types of materials and packaging types - has an identical printing quality.

Coop Naturaline project: overview

Gordon Suhling

Project Manager

Naturaline Cosmetics relaunch.
Collaboration with Amagoo brings expertise and security. The design agency provides expert support. Direct communication with all manufacturers and all printers.
All products are launched on day x. Organization, planning and coordination place the highest demands. The Naturaline Cosmetics range contains different packaging materials and shapes. The final print has to look alike on labels, tubes and folding carton.

Result / significant facts

Ergebnis / signifikante Punkte

Amagoo’s achievement

Design-Check, analysis, project planning, design-agency coaching, print data creation, briefing the printer, print check/proof.


The relaunch goes smoothly. Coop achieves the desired outcome.

Conclusion / Outlook

In future Coop will always work with Amagoo when high technical demands are at stake. Amagoo sets the standard in the premedia-process. Amagoo will also check the reprints carefully and systematically.

Parties involved

  • Design agency Schaffner & Conzelmann
  • Gordon Suhling, Judith Imhof (Coop)
  • Jakob Hasler, Thomas Hunziker (Amagoo)

Interview with

Gordon Suhling

Project Manager

Mr. Suhling, after the positive results in the Dentamed project you decided to also work with Amagoo for the Naturaline Cosmetics Packaging. What were the key factors for this decision?

Gordon Suhling - We learned a lot from the Dentamed Project. Above all we saw the benefits that result from a collaboration with Amagoo. We were utmost satisfied with the total package. Therefore it was clear that we would also utilize the know-how and expertise of Amagoo for our Naturaline Cosmetics range of products.

What is particularly important to you, when you think of premedia processes?

Gordon Suhling - Quality is the most important factor for me: we think in terms of results. The procedures have to be supported well to attain the required quality. In this respect, it is the reliability of an interfacing partner that coordinates the producer’s capabilities to deliver consistent results to us, and this means the most to me. I need an absolutely reliable partner with the appropriate expertise. Amagoo offers us a complete package, and I value this very much.

What were the critical points in the Naturaline project?

Gordon Suhling - The relaunch of our Naturaline Cosmetics range required perfect planning and precise implementation. The entire product line had to be on the shelves on day X and required an outstanding print quality throughout the different packaging materials in order to meet the design requirements.

The printing plants for the Naturaline packaging were located in the U.K., Austria and Switzerland. Was this an additional challenge?

Gordon Suhling - Amagoo supported us comprehensively and conducted all technical enquiries. We traveled together to England and Austria for the Print Check. The preliminary clarifications were absolutely essential, the collaboration proved to be efficient and constructive.



Which benefits are especially important to you?

Gordon Suhling - Besides high professional competencies and excellent results, I find the engagement and the customer service very important. They once worked throughout an entire weekend during this project after which the proofs were delivered and discussed personally. In these times with short deadlines it is important to have a flexible partner – a partner you can rely on.

What’s your conclusion?

Gordon Suhling – I think the result speaks for itself. I am very pleased with the implementation and the printed result.

"Für mich und dich" (for you and me)

The Coop group needs little introduction. Swiss marketleaders Migros and Coop are running a head-to-head race for years – not only in the classical retail business. The range of services stretches from furniture, Do-it-Yourself, pharmacies and banking to food wholesalers, electronics, travel and natural cosmetics to online stores, wine trade or appliances.

In retail, most purchase decisions are made spontaneously. Tens of thousands of products on shelves scream: Buy me! Therefore, packaging plays a crucial role. It is clear that Coop does not make compromises in this area. The cooperation with Amagoo is an important factor in the quest for top quality and maximum consistency.