Competing with individual national brands, product-type-by-product-type, wasn't viable for Safeway. The team's strategic approach was instead to create one snack food 'power brand' that encompasses all categories, and brand-block it so shoppers can't help but notice it on their way down the aisle. Inspired by the fun of the products themselves, we created a line to compete with the big brand players, and a mysterious snacking aficionado—The Snack Artist—was born. Inspired by shapes and flavors, The Snack Artist embellishes each chip and cheese puff into a slightly tongue-in-cheek but always light-hearted front panel art masterpiece.