SAFEWAY SELECT: Ice Cream
This decadent project was part of Safeway’s Select private label redesign. As their top-tier, Select features a portfolio of frozen and canned foods, including ice cream and gelato. Our team developed an overarching design brief for the entire tier, with a POV of Food as Art: table-worthy packaging with high-quality contents. Under this creative vision, we designed highly-appetizing packaging where ingredients are treated in an elevated, artful manner.
To establish segmentation between ice cream and gelato, we created a contrasting system of white and dark backgrounds against which the ingredients stand out in all their glory. The mood is also a point of differentiation: Gelato’s voice captures the consumer’s attention with an elevated sensibility and artistic arrangement of ingredients; ice cream, on the other hand, acquires a playful personality with a more dynamic—and almost surreal—representation of ingredients. The common thread across this segment is the appetite appeal and sophisticated design aesthetic, which delivers on the goal of table-worthiness for a house brand.
Art Direction + Design: Maya Ostrander, Meeta Panesar
Creative Direction: Patrick Fraser