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.
With a new look and feel, tone, and tagline, the Safeway brand now captures family, food, and a little West Coast.
After putting together a 90-page brand book, we launched it all with a campaign that included out-of-home, social, and digital.