The company turned to Deutsch Design Works to bring more excitement to the brand’s image and to convey the product’s premium “personality.” Designers replaced existing gold-colored stripes with a diamond harlequin pattern on the paperboard canister. They then hired a nationally recognized photographer and an ice cream stylist. The redesign includes a mouth-watering photo of the ice cream flavor inside the carton. A color-coded background represents each flavor. Safeway Select premium ice cream is available in Safeway grocery stores across the country.