The UK supermarket war has always been intense, with the top retailers constantly fighting for greater customer share. When Safeway chose to reinvent its offer, Radius was briefed to create and implement a complete visual communications strategy.
Drawing inspiration from fresh food markets, we wanted to inject that feel into a supermarket environment and create a shopping experience that would support Safeway's new brand proposition, ‘passionate about fresh food and great value’. Three new store formats were established, each with its own specific offer – convenience stores, supermarkets and superstores – according to location and target market.
Within six months Safeway gained 750,000 new customers and experienced a 31% growth in profits, and shares more than doubled. Numerous industry awards were given for the new look, and such was its influence that it spawned many imitations amongst competitors.
Department graphics - inspirational