Client: Safeway
Category: Private Label Food
Scope: user research, strategy, naming, brand identity, packaging
Project Objectives:
Safeway wanted to fill out its private label food brand portfolio by launching a new natural food brand. The Open Nature brand was to convey a radical level of transparency in where the food was sourced, its ingredients and how it was processed. The goal was to boost confidence in the brand with food-loving shoppers and capitalize on “natural” and “real” food trends while delivering better taste and nutrition. The “opened” brand identity and packaging system translated this strategic positioning directly into visual design.