We performed a thorough audit of the natural and organics categories to assess competitive positioning and design trends. We then created a number of platforms to test among consumers along with a range of visuals to assess O Organics’ brand equity. These young-adult shoppers gave us a deep understanding of the brand’s current strengths and its room to grow, which let us know how much permission we had to stretch the design.

Based on these learnings, we refined the positioning and prototypes to emphasize the brand’s promise to deliver safety and purity that consumers can trust in every single Safeway aisle.

Our refreshed design maintains the heart and soul of the O Organics brand’s identity while evoking a more approachable personality. Package photography establishes a natural and personal setting by visually transporting consumers to a kitchen that conveys the farm-fresh purity and delicious taste of the O Organics brand.

The packaging’s design structure also communicates key product information—such as 1% Low Fat Milk, No Added Preservatives and 120ml Sodium—through colored swatches, bulleted points, familiar nutritional icons and other design elements that present these attributes to new organic-food shoppers in a clean, digestible, hierarchical manner.

O Organics’ new look and feel is inspiring internal teams, garnering design accolades and delighting this new generation of organic shoppers.

And its sales continue to rise. This year, O Organics’ revenues have risen 25% over last year’s figure, and what’s more, Safeway’s private label line is trending well ahead of the U.S. organic segment as a whole. Brand awareness is at an all-time high, and, with the new design system, Safeway is proudly launching new products to meet its core audience’s needs.

Having learned that many organic shoppers were still having trouble deciphering the meaning of industry labeling, we made packaging easier to understand at a glance and improved communication around the USDA organics seal to educate consumers—especially new parents—who continue to enter the category.

And with our recently created O Organics brand style guide, teams around the country are now activating the new brand look and feel organically across all other marketing components, such as in-store communication, advertising efforts and digital assets.