Tasty Design, Tasty Gelato, Safeway Select

safewayselectgelato_1Safeway tasked design agency Anthem to create a “current and relevant” design for its new Private Brand Safeway Select line of gelatos. According to the agency:

“We created an elevated, premium design that cues appetite appeal and presents the product in an artfully striking way. The unique sculptural composition for each flavor celebrates the inherent quality of the ingredients and the clean aesthetic delivers delight. From the joyful colors highlighting the flavor names and corresponding lids, to the simple type treatments, the overall package commands an unexpected and exciting presence within the frozen dessert section.”




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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.