This is significant because private-label packaging generally features stock components and typically relies on strong photography and vivid color reproduction to ramp up the graphic intensity while also minimizing costs.
Conversely, popular thinking has been that national brands therefore could gain a marketing leg up on private-label products by investing in custom package shapes. But Safeway’s new ice cream container is one sign that the playing field might be on the verge of leveling out, because the retailer found a way to achieve a custom shape while also delivering production efficiencies and cost savings.
