Building a Brand Through Identity Development and Package Design

Anthem worked with Safeway to create a brand for a new healthy and convenient product line.

Safeway Corporation needed to develop a brand to target the wellness lifestyle and provide a solution for consumers looking to conveniently maintain proper health and nutrition. Safeway collaborated with Anthem to create a brand around the Eating Right name that could embrace a wide product selection.

The team created a brand platform (brand positioning, personality, attributes, unique selling proposition and reason-to-believe) for Eating Right and developed the identity, theme line, packaging system design and photography for the 200 SKUs in the portfolio. Anthem also uncovered an opportunity to target specific health needs, providing a point of difference for Eating Right and building relevance with a growing audience.

This framework became the standard for the rest of the portfolio and went from concept to shelf in 15 months.