Safeway Re-Designs The Snack Artist

Snack Artist FrontIn late 2010 Pleasanton, California based grocer Safeway launched the new sub-brand of the Safeway Private Brand “The Snack Artist”. The design of the new presented a modern whimsical brand that stood out and shelf and confidently created a playful attitude that is best exemplified by the playful food-centered illustrations and product name. The brand was received well by both customers and critics alike and received numerous awards including: 2010 Pentawards, Silver Award: Food Packaging and the 2011 Communication Arts Design Annual 52, Award of Excellence: Package Design.

snackartist_tortillachips - original
The Original Design

Less than three years later the brand has quietly rolled out a redesign that simultaneously maintains the brands spirit and transforms its shelf presence.

Changes include:

  • A bold yellow has replaced the contemporary tan background
  • “The Snack Artist” brand mark has dramatically increased in size and been moved to a prominent location on the top left-hand side of the pack.
  • The Safeway logo has also been emphasized and shifted to bottom left hand side of the pack.
  • The product illustration has reduced in size an now appears to be doodled on a white napkin and placed at an angel on the packSnack Artist 5

What do you think of the redesign?


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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.