Private Brand Excellence From Safeway

In this age of digital, email and social media I still take a certain delight in opening mail or at least the rare piece of mail that is something other than bills or junk mail. So I was excited to discover a black package in my mailbox that contained Brand Packaging Magazine’s, Design Gallery Vol. 7. The book features 60 of the most innovative packages from 2009 including Safeway’s Private Brand standout Waterfront Bistro.


Adding to it’s already impressive private label lineup, Safeway has launched the Waterfront Bistro brand of frozen seafood in standup pouches. The products include fish and shellfish for do-it-yourself entrée and appetizer preparation, as well as premade entrees.

The packaging’s simple but elegant graphic design makes the most of the pouch’s large front panel, with appetizing product photography on a white background. The design sells the brand positioning of restaurant-quality seafood prepared easily and economically at home.

The Waterfront Bistro product line includes nearly 30 selections; package structures include both glossy and matte-finish pouches and, for select products, steam-in-bag pouches.


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.