The Albertsons family
The Client – Albertsons are one of the leading US grocery retailers, with 2,200+ stores across 34 states under banners like Safeway, Vons, and Jewel-Osco.
The Challenge – T&T were selected to support Albertsons with the evolution and transformation of their own brand portfolio. This covered popular brands including Open Nature, O Organics and the brand consolidation of Albertson’s Signature Farms®, Signature Care™ and Signature Cafe® products under one master brand, Signature SELECT®.
3000+ SKUs in 18 months
The Solution – Albertsons engaged T&T to apply their Signature SELECT® guidelines across key food and non-food categories, developing engaging design concepts to challenge leading national brands while aligning with category norms and maintaining the Signature SELECT® identity. This included exploring typography, backgrounds, and character illustrations to craft distinct product identities.
The T&T team also led the design rollout across health and wellness categories including OTC, paper products, sun care and baby toiletries. This involved the development of 14 category specific guidelines spanning 1000+ products. Regular cross departmental range reviews ensured adherence to the guidelines, protecting brand consistency and driving a high-quality rollout at scale and speed.
The Impact – The Signature SELECT® rebrand unifies four brands into a flagship master brand with over 8,000 products, offering shoppers a wide range of high-quality products at exceptional value. The design creates a modern, cohesive look across all categories and stores, making it easier for customers to shop and recognise the brand. Backed by a focused marketing campaign, this refresh aims to strengthen customer loyalty and drive growth in private label sales.
