Safeway brings a custom package shape to private-label-with cost savings

摘要

Could Safeway Foods'new 48-oz container for its own ice cream brands signal the beginning of a fundamental shift in retailers'approach to private-label package design? Safeway has introduced a custom carton shape that works together with mouth-watering photography to create product differentiation on shelf. This is significant because private-label packaging generally features stock components and typically relies on strong photography and vivid color reproduction to ramp up the graphic intensity while also minimizing costs. Conversely, popular thinking has been that national brands therefore could gain a marketing leg up on private-label products by investing in custom package shapes. But Safeway's new ice cream container is one sign that the playing field might be on the verge of leveling out, because the retailer found a way to achieve a custom shape while also delivering production efficiencies and cost savings.