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, a new tone, and a new tagline, we crafted a new brand that brings family, food, and a little West Coast together. Oh, and wrote a 90-page brand book to go along with it.
Then we launched it all with a campaign that included out-of-home, social, and digital.