Smart & Final Refresh’s First Street

Neighborhood warehouse grocery store Smart & Final has introduced a refresh to the look of its First Street private brand, which accounts for over 75% of Smart & Final’s private brand sales.

The First Street name was coined years ago as a nod to the days when every town had a grocery store on Main Street. The line’s new look, designed by Voicebox Creative, recently hit shelves and reflects Smart & Final’s commitment to quality and community through an approachable yet distinguishable diamond-shaped design that further incorporates brand touchpoints through a Main Street backdrop, classic colors, and fonts.

“Smart & Final’s First Street line is an integral part of our store offerings, reflecting our dedication to quality and value,” said Raymond Swain, Vice President of Corporate Procurement. “The new refreshed design creates a synonymous relationship between Smart & Final and our First Street product offerings, while allowing each category to have their own design identity.”

Voicebox’s design system will be applied to 2,500 SKUs that span all aisles and categories, including adding 140 new items and transitioning Smart & Final’s Tradewinds Spices & Seasonings brand to the First Street brand. More than 200 First Street products featuring the new look are already on the shelves.

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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.