Albertsons Consolidates Private Brands & Redesigns Signature Select

Albertsons Companies’ Signature Select private brand is increasing its presence across stores with the addition of more than 300 new products and updated brand design in 2019.

The redesigned products that are being consolidated from existing private brands Signature Kitchens, Signature Home, Refreshe, and Vertex Award winner The Snack Artist private brands. The move adds the products to Signature Select’s 2,400+ products.

Albertsons “Signature” private labels include several related sub-brands: Signature Select, Signature Farms in meat and produce, Signature Cafe for prepared meals and sides in the deli, Signature Care for personal items, and the Signature Reserve unique specialty products.

Geoff White, President of Albertsons Companies Own Brands

“Our Signature family of brands aren’t like your parents’ store brands anymore,” said Geoff White, President of Albertsons Companies Own Brands. “We are laser-focused on innovation and staying at the forefront of culinary trends. Customers should expect to see trends first at our stores. With the expansion of Signature Select, customers will find even more surprises, from seasonal and holiday items to ethnic and even plant-based offerings.”

The new branding includes a refreshed Signature Select’s logo tag. The overall design allows for flexibility in the packaging architecture in each category, so the products can stand out and compete effectively wherever they’re found throughout the store.

“With a brand that extends across many diverse categories throughout our stores, we needed to create a design system with a recognizable brand presence that also allows for individuality across categories,” said Bill Luna, director of brand design and packaging operations. “The Signature tag provides an iconic and consistent brandmark that sits naturally on distinctive designs and reflects the unique qualities of each product in each category.”

Signature Select is one of Albertsons Companies’ four one-billion-dollar brands. The company’s private brand portfolio includes trust Open Nature, O Organics, Lucerne, Primo Taglio, Debi Lilly Design, Waterfront Bistro, and Value Corner.

Geoff and Bill you have a standing invitation to tell the Albertsons Private Brand Story at Velocity 2020. Let me know if you would like to learn more.


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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.