In 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.
Less than three years later the brand has quietly rolled out a redesign that simultaneously maintains the brands spirit and transforms its shelf presence.
- 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 pack
What do you think of the redesign?