Signature Select Lightbulbs
The current system of light bulbs at Safeway was in need of a bright idea. Their current system was split between two brands, their standard Signature Select line of incandescent and halogen bulbs, and their eco-friendly LED line Bright Green. But in a category full of new terms and a plethora of numbers, their two systems were in need of reworking to simplify and unite the two brands under one easy to understand system.
To do this, I created a 'ray of light' triangular holding shape that was immediately locatable on the front of the package. Inside this holding shape, the same typographic hierarchy was utilized for the information based on research that determined what was most important to consumers.
For quick shoppability, a color system was created where wattage was directly related to color. To ensure differentiation between light quality (soft light/day light), a holding shape was designed at the top of the package.
This new system eases consumers into a somewhat intimidating category and helps them purchase the right bulb the first time.
Worked on at Trinity Brand Group.