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.

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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.