Radius prepares Safeway Italian job

Radius Design has created the branding and packaging for Italian, a range of fresh Italian foods from Safeway, which launches in-store at the end of April.

The range will comprise existing as well as new products, covering around 120 lines from chilled ready meals, chilled pasta and pizza and chilled sauces. About half the products in the entire range are new.

A new set of antipasti will be introduced to the range, including olives, onions and garlic dough balls, and four frozen pizzas.

Mediterranean, a complementary sister brand to Italian, is scheduled to launch in-store later this summer, also designed by Radius. It encompasses fewer products than its sister range, around ten lines, inspired by Spanish, Greek, Moroccan, Turkish, French and Tunisian cuisine.

Both brands are designed to provide graphic and colour ‘cues’ rather than overt branding and do not feature the words ‘Italian’ or ‘Mediterranean’, says Radius creative director Mark Hurel.

‘We have incorporated green, red and white colourways for the Italian range alongside modern food and lifestyle photography,’ he says. ‘This compares with hot, fiery colours for the Mediterranean range.’

The ranges are part of Safeway’s summer food offering, entitled World Favourites. Wren & Rowe is designing the identity for Eat Street, a snacking brand under the World Favourites banner (DW 7 March).

Radius won the work without a pitch from its place on Safeway’s design roster.

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