Safeway’s iconic private label snack brand, “The Snack Artist” reaches across numerous categories. A huge success at launch, the brand soon needed a refresh to provide better shopability and greater shelf impact while keeping its irreverent spark.
Appealing to the snack artist in all of us, each category in the system revolves around a different art style. Carl lead his team to develop the Salty Snacks line based on urban street art. This exploration tackles this strategy from a variety of angles. The final concept for chips and pretzels brings “Banksy-like” street art to life, while the line for Dips is inspired by Mexican style murals in San Francisco’s Mission District.
Created at Anthem
Role: Creative Director
