Safeway “The Snack Artist”

Inspiring the Artist in All of Us

In order to better compete in the Salty Snacks category, Safeway wished to launch a robust snack line which would span across a variety of categories. Without the benefit of additional marketing to boost sales, the design would need to make serious noise on shelf and present the offering as a strong, credible alternative to national brands.

To help drive this effort, ANTHEM developed the The Snack Artist as the “anti-brand”, which surprised and delighted consumers with its subtle branding, clever illustrations and witty verbal payoffs. Originally designed to be a “quiet space” in a busy aisle, the concept was subsequently updated to make the pack more vibrant and shoppable without losing its engaging, playful personality.