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.
PACKAGE DESIGN: PHILIPPEBECKER