Signature Select Asian

• Asian Foods Line
• RETAILER: Albertsons
• COUNTRY: United States
• CATEGORY: G8. International/Specialty Food
• AGENCY: Trinity Brand Group

CREDITS:

• Creative Director: Paul Kagiwada
• Designers: Dexter Lee, Quentin Bangston
• Strategy Director: Laurie Kreisberg
• Client Manager: Kyle Showen
• Product Manager: Eugene Buczynski

SUMMARY:
Albertsons engaged the agency to create a unified system for its Asian food line that would clearly cue high quality, Asian, modern, fresh and genuine.

We first identified visual themes in the modern American consumer experience with the Asian aesthetic as well as within CPG. With those insights, we then carved out a distinctive and fresh design that balances tradition with modernity. Because animals are powerful symbols throughout many Asian cultures, we selected a number that holds positive meanings and presented them in a thoroughly modern style and palette. The range of animals and colors provides an extendable system that signals difference between categories and product varieties. The bold graphic approach against a clean, natural background is complemented by a slightly playful, distressed typeface that feels modern, personal and–importantly–highly shop-able. The result is a memorable and charming solution that stands out and stands above at shelf.