Safeway Open Nature

Because Nature has Nothing to Hide

When Safeway embarked on launching a broad new line of products made with naturally sourced, minimally processed ingredients, ANTHEM was tasked to develop the brand identity and a highly shoppable packaging system. The goal was actively embrace the brand essence of “transparency” and “nothing to hide”, while providing appetite appeal of the highest order.

Leveraging the brand’s core principles of openness and honesty, ANTHEM developed a unique, inventive brandmark which pulls back to cleverly unveil the farm scene beneath. The corresponding packaging system utilizes a strong “tear” graphic to reveal and frame lush, natural product visuals. The tear speaks to the idea that the food, like nature, has nothing to hide.