Safeway Select believed the graphics for its premium ice cream packs lacked the punch and appetite appeal needed to compete with other established brands.
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.