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Albertsons takes PL to the next level

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BOISE, Idaho — Albertsons Cos.’ Signature Select brand is amping up its presence across stores with the addition of more than 300 new products and updated branding in 2019.

The redesigned products are longtime favorites from the Signature Kitchens, Signature Home, refreshe and The Snack Artist brands. Streamlining these products into Signature Select’s robust portfolio of 2,400-plus products provides greater consistency in every aisle, according to the company.

In addition to Signature Select, shoppers can find Signature Farms in meat and produce, Signature Cafe for prepared meals and sides in the deli, Signature Care for personal items, and the ultra-premium Signature Reserve, to surprise and delight with uniquely crafted products for life’s exceptional moments.

“Our Signature family of brands aren’t like your parents’ store brands anymore,” said Geoff White, president of Albertsons Cos. Own Brands. “We are laser focused on innovation and staying at the forefront of culinary trends. Customers should expect to see trends first at our stores. With the expansion of Signature Select, customers will find even more surprises, from seasonal and holiday items to ethnic and even plant-based offerings.”

The new branding includes a refreshed rendition of Signature Select’s trademark tag. The overall design allows for flexibility in the packaging architecture in each category, so the products can stand out and compete effectively wherever they’re found throughout the store.

“With a brand that extends across many diverse categories throughout our stores, we needed to create a design system with a recognizable brand presence that also allows for individuality across categories,” said Bill Luna, director of brand design and packaging operations. “The Signature tag provides an iconic and consistent brandmark that sits naturally on distinctive designs and reflects the unique qualities of each product in each category.”


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