Designing a New Way to Think About Soda

As part of Safeway’s new Consumer Brands program, Anthem created a strategic point of difference on-shelf for their private label fruit sodas.

Previously lost among similarly designed brands, Safeway and Anthem developed a new cleaner, younger look that positions these cans far ahead of the pack and is making memorable impressions with shoppers.

Drawing from a more progressive European design influence, the new system removes the extra layers that have become common to CSDs and reduces each flavor down to its essence. Each can’s artwork is crisp and iconic, framed with parentheses that succinctly explain the can's contents. Simple, bold and fun, the design appeals to parents and kids alike.

Like the soda on the inside, the cans themselves are refreshing, and their unified, consistent look offers an eye-catching presence in the soda aisle.