A look at Safeway Select

Check out a couple of the recent designs for Pleasanton California based grocer Safeway by the design agency Anthem. The design work continues to expand the premium tier private label Safeway Select. The Chocolate Bars and Soda recently won awards our international Private Brand brand design competition – The Vertex Awards.Safeway SELECT (1)

Safeway SELECT Chocolate Bars
The design extends the artistry of Safeway Select to its line of dark chocolates ensuring that critical cacao information was clearly communicated across the line. The flowing bands of color convey a certain gift-ability, while delivering on flavor differentiation and a product imbued with delicious variety.

Safeway SELECT (2)Safeway SELECT French Style Sparkling Sodas
The design extends Safeway Select to its line of French Style Sparkling Sodas. The design accentuates the structure especially at its shoulder and hips while ensuring the products effervescence and natural flavors are tastefully delivered with a slight French flair.

Safeway SELECT (3)Safeway Select Balsamic Vinegars
Safeway hoped to create a “table-worthy”, elegant redesign of its Safeway Select line of balsamic vinegars. The team’s strategic approach was to create an elevated, premium design system for the Select brand that holds together as a family, yet speaks specifically to each variety. The artful yet clean aesthetic, combined with understated yet upscale typography, commands an exciting and unique presence within the balsamic vinegar shelf set.



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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.