Since 1929, Safeway has been a beloved grocery store on the West Coast of Canada. But after Sobeys bought them in 2013, they struggled to retain that love. So we were tasked with getting it back.
We put together a 90-page Safeway brand book that outlined a new look-and-feel and writing style guide that brought together family, food, and a little West Coast. Then, we launched it all with a campaign that included out-of-home, social, and digital.