Safeway this week relaunches its premium range of own-brand products, The Best, with identity and packaging designed by Wren & Rowe.
The range has increased from 160 to more than 300 products and includes 60 Christmas specials, which go in store from this week.
Further products, including the range’s first ready meals, are scheduled to launch in February.
The supermarket group reported a 4 per cent rise in its first-half profits last week, but continues to lag behind its larger rivals, Tesco and Sainsbury’s.
The Best revamp is part of a larger focus on ‘growing customer spend’ rather than simply increasing customer numbers, according to a statement from Safeway chief executive Carlos Criado-Perez.
Wren & Rowe account director Nicole John says the consultancy has retained the packaging’s core black colour and introduced a silver band and logo to deliver a quality cue.
‘We want to make it feel aspirational, but not out of reach,’ explains John. ‘[Pictures of] the food don’t dominate the pack but we still need to make food the hero. Getting that balance right was a challenge.’
The packs feature photography by Chris Turner and copy is also being revisited. A more ’emotive text that ‘introduces romance rather than simply describing the product’ will be introduced, says John.
Wren & Rowe, which is on the Safeway roster, was appointed to the project without a pitch in February. Creative director Michael Rowe led the project.