BRANDING | CAMPAIGNS | STORE DESIGN | POS | DIGITAL | VIDEO | PHOTOGRAPHY | PRODUCTION
Safeway - Repositioning
The brand process, consisting of extensive research, consumer testing, and stakeholder interviews, resulted in a powerful Brand House. This included revitalized Brand Pillars, a bold Tagline, and a new Brand Character. With our new Tagline - Ingredients for Life, we aimed to revolutionize the shopping experience for Western Canadian families, making it an unforgettable one. From unforgettable family dinners and exhilarating weekends to the hectic, chaotic, yet significant moments in between, our brand committed to providing only the best.
Displayed above are some assets related to the launch of Ingredients for Life. Life can indeed be quite delicious, but it all boils down to having the right ingredients - including the right people, food, setting, and mindset. When these elements seamlessly come together, the result is a collection of cherished moments with those who matter most. And that, in essence, is the core message behind Ingredients for Life.
In collaboration with the Schweitzer Project in Italy, we redesigned the Safeway stores and implemented a modern design system that reflects the brand's new direction. This involved the use of innovative forms, materials, and lighting, as well as the introduction of a new digital in-store communication package.
My approach to the photography involved a casually curated aesthetic - it's stylized, yet not overly polished. To add some visual interest, we incorporated pops of red through food and subtle props.
We brought seasonal 360 campaigns and
other marketing communication to life
across owned and paid channels.
Our Olympic full funnel FEED THE DREAM campaign was brought to life by a dedicated team. The snippets above provide a glimpse of how our upper funnel messaging and mid-funnel food-forward assets were seamlessly integrated. With the collaboration of FCB/BBDO/SJC and our internal team, we successfully created an emotional and captivating brand platform. This platform not only increased awareness of our Olympic partnership but also improved our brand equity, spurred sales, and boosted employee engagement throughout our organization.
THE SUCCESS:
Overall, our approach to the relaunch of Safeway's brand platform was aggressive, strategic, and ambitious. We left no stone unturned in our quest to differentiate Safeway in the market and create a brand experience that truly resonated with customers. The result was a successful campaign that has helped to cement Safeway's position as a leader in the grocery industry.
WHAT MY TEAM DELIVERED:
- Brand platform in partnership with BBDO
- Easy to use design system
- Art Direction
- Photography and video direction
- Full funnel design and production
- POS
- Content Strategy
- Web design and development
WHAT WE ACHIEVED:
- New brand platform
- Design system
- Increased engagement
- Drove brand awareness
- Heightened shopping consideration