Re- Design of Safeway Select’s Coffee Label
CFFEE
Ground
O
100% ARABICA
rench vanilla LIGHT ROAST
by Laura Mariana Alvarado Gonzalez
Table of Contents Step 1. Structure and Semantics Grid 1 Grid 2 Grid 3 Product Analisysis Step 2. Type Same size, same weight: 1a Same size, same weight: 1b Same size, different weight: 2a Same size, different weight: 2b Different size, different weight: 3a Different size, different weight: 3b Step 3. Abstract Notation Diagram 3a 3b 3c Step 4. Principles of Composition 4a 4b 4c Step 5. Pictorial Representation Images and Key words Image 1: Literal and Image 2: Literal Image 3: Literal and Image 4: Stylistic Image 5: Stylistic and Image 6: Stylistic and Graphic Image 7: Stylistic and Image 8: Stylistic Image 9: Stylistic and Graphic and Image 10: Stylistic Image 11: Abstract and Image 12: Pattern Image 12: Hybrid Step 6. Color Palettes Step 7. Product Label Re-Design Product Label Design 1 Product Label Design 2 Product Label Design 3 Product Label Design 4 Final Product Label Design
1
6
12
15
18
28 29
Step 1. Structure and Semantics Modular Grid 1 Final
1
Step 1. Modular Grid 2
2
Step1. Modular Grid 3
3
Step 1. Semantict: Form+ meaning, product Analyis
Product: Safeway Select Coffee Demographic: 18 to 65 year olds Subculture: working class, white collar. Vernacular: professional, well traveled, educated Tone: international, metallic, fancy, simple, warm, inexpensive, white and black, contrast, cold / hot, simple, pure, taste.
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Step 2 Type
Safeway Select® Naturally and Artificially Flavored Ground Coffee U French Vanilla Rich, buttery, fragrant light roast L M D 100% arabica Net WT 10 OZ (283 gr) French Vanilla Savor the sweet aroma of our Latin-American coffees taken to a light roast creates this mild-bodied cup that is rich, buttery and creamy to perfection. Tasting notes • Mild body • Crisp and lively • Buttery with a sweet vanilla finish Try pairing with a rich, chocolate cupcake Brewing Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste. Storage To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee. Our commintment of quality to you Safeway Select® Commits to delivering you the highest quality coffees. We begin by selecting only 100% Arabica beans, sourced from the world’s premiere growing regions. As our coffee make its way from seed to your cup. we make certain it is handled with the utmost care. Expertly roasted in small batches, our artisan approach ensures that every bag of Safeway Select® Premium Coffee imparts the perfect flavorand aroma. We guarantee excellent taste for you to enjoy. So go ahead and brew a delicious cup today! Ingredients: 100% arabica coffee, naturaland artificial flavors. Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
5
Step 2-1a Same size, same weight
Safeway Select®
Ground Coffee
Naturally and Artificially Flavored
F re n c h Va n i l l a Light roast
Our commintment of quality to you Safeway Select® Commits to delivering you the highest quality coffees. We begin by selecting only 100% Arabica beans, sourced from the world’s premiere growing regions. As our coffee make its way from seed to your cup. we make certain it is handled with the utmost care. Expertly roasted in small batches, our artisan approach ensures that every bag of Safeway Select® Premium Coffee imparts the perfect flavorand aroma. We guarantee excellent taste for you to enjoy. So go ahead and brew a delicious cup today!
L M D
Rich, buttery, fragrant
Brewing Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste. 100% arabica Net WT 10 OZ (283 gr)
U
French Vanilla Savor the sweet aroma of our Latin-American coffees taken to a light roast creates this mild-bodied cup that is rich, buttery and creamy to perfection. Tasting notes Mild body Crisp and lively Buttery with a sweet vanilla finish Try pairing with a rich, chocolate cupcake
Storage To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee.
Ingredients: 100% arabica coffee, naturaland artificial flavors.
Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
6
Step 2-1b Same size, same weight
Safeway Select®
French Vanilla Savor the sweet aroma of our Latin-American coffees taken to a light roast creates this mild-bodied cup that is rich, buttery and creamy to perfection. Tasting notes Mild body Crisp and lively Buttery with a sweet vanilla finish Try pairing with a rich, chocolate cupcake
Ground Coffee Naturally and Artificially Flavored
F re n c h Va n i l l a
Light roast
L M D
Rich, buttery, fragrant Brewing Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste.
100% arabica Net WT 10 OZ (283 gr)
U
O ur co m m int me nt o f q u a l i t y t o y o u S a f e w a y S e l e c t ® C o m m i ts to d el i ve ri ng y o u t he hig h e s t q u a l i t y c o ff e e s . We b eg in by s e le c t in g o n l y 1 0 0 % A ra b i c a b e a ns, s o urc e d f ro m t h e w o rl d ’s p re m i e re grow i n g re g io ns . A s o u r c o ff e e m a k e i t s w a y fro m s e e d t o y ou r c u p . w e m a k e c e r- Ingredients: 100% arabica coffee, natutai n i t i s ha ndle d wit h t h e u t m o s t c a re . raland artificial flavors. Exp e rtl y ro a s t e d in s m a l l b a t c h e s , o u r arti san a ppro a c h e n s u re s t h a t e v e ry b a g of S a f e w a y S e l e c t ® P r e m i u m C o f f e e i mp a r t s t he pe r f e c t f l a v o r a n d a ro m a . We g ua r a nt e e e xc e ll e n t t a s t e f o r y o u t o Distributed by Safeway INC. P.O BOX 99, enj oy. S o g o a he a d a n d b re w a d e l i c i o u s Pleasanton, CA 94566-0009 cup tod a y ! 1-800- SAFEWAY www.safeway.com
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Storage To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee.
Step 2-2a Same size, diferent weight
Safeway Select®
Ground Coffee
Naturally and Artificially Flavored
F re n c h Va n i l l a
Light roast
L M D
Our commintment of quality to you Safeway Select® Commits to delivering you the highest quality coffees. We begin by selecting only 100% Arabica beans, sourced from the world’s premiere growing regions. As our coffee make its way from seed to your cup. we make certain it is handled with the utmost care. Expertly roasted in small batches, our artisan approach ensures that every bag of Safeway Select® Premium Coffee imparts the perfect flavorand aroma. We guarantee excellent taste for you to enjoy. So go ahead and brew a delicious cup today!
Rich, buttery, fragrant
Brewing Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste. 100% arabica Net WT 10 OZ (283 gr)
U
FRENCH VANILLA Savor the sweet aroma of our Latin-American coffees taken to a light roast creates this mild-bodied cup that is rich, buttery and creamy to perfection. Tasting notes Mild body Crisp and lively Buttery with a sweet vanilla finish Try pairing with a rich, chocolate cupcake
Storage To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee.
Ingredients:
100%
arabica
coffee,
Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
8
naturaland
artificial
flavors.
Step 2-2b Same size, diferent weight
FRENCH VANILLA Savor the sweet aroma of our Latin-American coffees taken to a light roast creates this mild-bodied cup that is rich, buttery and creamy to perfection. Tasting notes Mild body Crisp and lively Buttery with a sweet vanilla finish Try pairing with a rich, chocolate cupcake
Safeway Select®
Ground Coffee
Naturally and Artificially Flavored
F re n c h Va n i l l a
Light roast
L M D Brewing Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste.
Rich, buttery, fragrant
100% arabica Net WT 10 OZ (283 gr)
U
Storage To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee.
Our commintment of quality to you S a f e w a y S e l e c t ® Commits to delivering you the highest quality coffees. We begin by selecting only 100% Arabica beans, sourced from the world’s premiere growing regions. As our coffee make its way from seed to your cup. we make certain it is handled with the utmost care. Expertly roasted in small batches, our artisan approach ensures that every bag of S a f e w a y S e l e c t ® Premium Coffee imparts the perfect flavor and aroma. We guarantee excellent taste for you to enjoy. So go ahead and brew a delicious cup today!
Ingredients: 100% arabica coffee, natural and artificial flavors.
Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
9
Ri c h , b utte r y, f r a g r a n t
Step 2-3a Different sizes and weights
Safeway Select®
Ground Coffee
French Vanilla U
L M D
Naturally and Artificially Flavored
French Vanilla Savor the sweet aroma of our Latin-American coffees taken to a light roast creates this mild-bodied cup that is rich, buttery and creamy to perfection. Tasting notes Mild body Crisp and lively Buttery with a sweet vanilla finish Try pairing with a rich, chocolate cupcake
ligh t roast
Brewing Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste.
100% arabica Net WT 10 OZ (283 gr)
Our commintment of quality to you Safeway Select® Commits to delivering you the highest quality coffees. We begin by selecting only 100% Arabica beans, sourced from the world’s premiere growing regions. As our coffee make its way from seed to your cup. we make certain it is handled with the utmost care. Expertly roasted in small batches, our artisan approach ensures that every bag of Safeway Select® Premium Coffee imparts the perfect flavor and aroma. We guarantee excellent taste for you to enjoy. So go ahead and brew a delicious cup today!
Storage To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee. Ingredients: 100% arabica coffee, naturaland artificial flavors.
Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
10
Ric h, butter y, f rag ran t
Step 2-3b Different sizes and weights
U
Safeway Select®
Ground Coffee Naturally and Artificially Flavored
French Vanilla
light roast
French Vanilla Savor the sweet aroma of our Latin-American coffees taken to a light roast creates this mild-bodied cup that is rich, buttery and creamy to perfection. Tasting notes Mild body Crisp and lively Buttery with a sweet vanilla finish Try pairing with a rich, chocolate cupcake Ingredients: 100% arabica coffee, natural and artificial flavors.
L M D
100% arabica Net WT 10 OZ (283 gr)
Our commintment of quality to you Safeway Select® Commits to delivering you the highest quality coffees. We begin by selecting only 100% Arabica beans, sourced from the world’s premiere growing regions. As our coffee make its way from seed to your cup. we make certain it is handled with the utmost care. Expertly roasted in small batches, our artisan approach ensures that every bag of Safeway Select® Premium Coffee imparts the perfect flavor and aroma. We guarantee excellent taste for you to enjoy. So go ahead and brew a delicious cup today!
11
Storage To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee.
Brewing Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste.
Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
Step 3-a Abstract Notation Diagram
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Step 3-b Abstract Notation Diagram
13
Step 3-c Abstract Notation Diagram
14
Rich, buttery, fragrant
Step 4 Principles of Composition 4-a
Ground Coffee
French Vanilla
Naturally and Artificially Flavored
light roast
L M D
100% arabica Net WT 10 OZ (283 gr)
French Vanilla Savor the sweet aroma of our Latin-American coffees taken to a light roast creates this mild-bodied cup that is rich, buttery and creamy to perfection. Tasting notes • Mild body • Crisp and lively • Buttery with a sweet vanilla finish Try pairing with a rich, chocolate cupcake
U
Storage To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee.
Brewing Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste.
Ingredients: 100% arabica coffee, natural and artificial flavors.
Our commintment of quality to you Safeway Select® Commits to delivering you the highest quality coffees. We begin by selecting only 100% Arabica beans, sourced from the world’s premiere growing regions. As our coffee make its way from seed to your cup. we make certain it is handled with the utmost care. Expertly roasted in small batches, our artisan approach ensures that every bag of Safeway Select® Premium Coffee imparts the perfect flavor and aroma. We guarantee excellent taste for you to enjoy. So go ahead and brew a delicious cup today! Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
15
Step 4 Principles of Composition 4-b Static Tension
RICH, BUTTERY, FRAGRANT
CFFEE INGREDIENTS: 100% ARABICA COFFEE, NATURAL AND ARTIFICIAL FLAVORS.
LIGHT ROAST
U 16
Storage
OUR COMMINTMENT OF QUALITY TO YOU SAFEWAY SELECT® COMMITS TO DELIVERING YOU THE HIGHEST QUALITY COFFEES. WE BEGIN BY SELECTING ONLY 100% ARABICA BEANS, SOURCED FROM THE WORLD’S PREMIERE GROWING REGIONS. AS OUR COFFEE MAKE ITS WAY FROM SEED TO YOUR CUP. WE MAKE CERTAIN IT IS HANDLED WITH THE UTMOST CARE. EXPERTLY ROASTED IN SMALL BATCHES, OUR ARTISAN APPROACH ENSURES THAT EVERY BAG OF SAFEWAY SELECT® PREMIUM COFFEE IMPARTS THE PERFECT FLAVOR AND AROMA. WE GUARANTEE EXCELLENT TASTE FOR YOU TO ENJOY. SO GO AHEAD AND BREW A DELICIOUS CUP TODAY!
NATURALLY AND ARTIFICIALLY FLAVORED
To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee.
Net WT 10 OZ (283 gr)
rench vanilla
Brewing
Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
O
100% ARABICA
Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste.
FRENCH VANILLA SAVOR THE SWEET AROMA OF OUR LATIN-AMERICAN COFFEES TAKEN TO A LIGHT ROAST CREATES THIS MILD-BODIED CUP THAT IS RICH, BUTTERY AND CREAMY TO PERFECTION. TASTING NOTES: MILD BODY,CRISP AND LIVELY, BUTTERY WITH A SWEET VANILLA FINISH. TRY PAIRING WITH A RICH, CHOCOLATE CUPCAKE
Ground
C Step 4 Principles of Composition 4-c Dynamic tension
f e e f
o
light roast
rench 100
vanilla
French Vanilla Savor the sweet aroma of our Latin-American coffees taken to a light roast creates this mild-bodied cup that is rich, buttery and creamy to perfection. Tasting notes: mild body, crisp and lively, buttery with a sweet vanilla finish Try pairing with a rich, chocolate cupcake
Brewing Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste.
y r e utt
b
Our commintment of quality to you Safeway Select® Commits to delivering you the highest quality coffees. We begin by selecting only 100% Arabica beans, sourced from the world’s premiere growing regions. As our coffee make its way from seed to your cup. we make certain it is handled with the utmost care. Expertly roasted in small batches, our artisan approach ensures that every bag of Safeway Select® Premium Coffee imparts the perfect flavor and aroma. We guarantee excellent taste for you to enjoy. So go ahead and brew a delicious cup today!
RICH
Ingredients: 100% arabica coffee, natural and artificial flavors.
a
abic r a %
t n ra
g a fr
Naturally and Artificially Flavored
U
17
Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
Net WT 10 OZ (283 gr)
Ground Storage To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee.
Step 5 Image Pictorial representation: Denotative and Connotative
Keyword list coffee: hot. warmth, fire, cozy, company, partner, family light roast: taste. senses, flavorful,bittersweet, bold. strong, bronce cold weather morning. wake up, glow, active naturally flavored: vanilla plant French Vanilla: France, Eiffel Tower
taste- denotative
active- denotative
coffee plant- connotative fall color palette- connotative
morning- denotative
18
bold/superhero- connotative
bittersweet color denotative
Step 5 Image Pictorial representation: Denotative and Connotative
bronce- connotative bold- connotative
bold- denotative
morning-denotative glow- connotative
partner- connotative
hot coffee- denotative
coffee bean- denotative 19
Step 5 Image Pictorial representation: Denotative and Connotative.
cozy/connotative
cozy- connotative fire- denotative
vanilla- denotative
company/family- denotative Eiffel Tower- connotative
20
Step 5: Image Pictorial Representation: Denotative and Connotative
Image 1: Literal Full color CMYK Coffee plant
Image 2: Literal Duotone Vanilla Flowers
21
Step 5: Image Pictorial Representation: Denotative and Connotative.
Image 3: Literal. Photographic tritone.
Image 4: Stylistic Image.
22
Step 5: Image Pictorial Representation: Denotative and Connotative.
Image 5: Stylistic and Graphic Image.
Image 6: Stylistic and Abstract Image.
23
Step 5: Image Pictorial Representation: Denotative and Connotative
Image 7: Stylistic Image
Image 8: Stylistic and Graphic Image Icon/symbol
24
Step 5: Image Pictorial Representation: Denotative and Connotative
Image 9: Pattern Design.
Image 10: Abstract Image
25
Step 5: Image Pictorial Representation: Denotative and Connotative. Hybrid Collaged
26
Step 6 Color Palettes and Keywords
Color Palettes Pantone 1805 C Pantone 4625 C
coffee bean fire vanilla hot cozy
Pantone 148 C
Pantone 7517 C Pantone 179 C Pantone 123 C
Pantone 7495 C Pantone 617 C Pantone 710 C
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vanilla coffee bitersweet coffee plant wake up warm
bittersweet coffee plant hot flower fresh
Step 7 Redesign the Food Label: Semiotics and Semantics: Form + Meaning Forms has Cultural Meaning
Step 7: Design 1 Demographic: 5-8 year olds Subculture: Little kids, the kindergarden to 3rd grade crowd. Vernacular: Toys r’us , Sesame Street, Barney, Mr. Rogers. Tone: Simple, colorful,v vibrant, bold, playful.
o
Cffee
rench vanilla
bu tte ry
Ground
ric
fra
h
to perfection. Tasting notes
Try pairing with a rich, chocolate cupcake
Our commintment of quality to you Safeway Select® Commits to delivering you the highest quality coffees. We begin by selecting only 100% Arabica beans, sourced from the world’s premiere growing regions. As our coffee make its way from seed to your cup. we make certain it is handled with the utmost care. Expertly roasted in small batches, our artisan approach ensures that every bag of Safeway Select® Premium Coffee imparts the perfect flavor and aroma. We guarantee excellent taste for you to enjoy. So go ahead and brew a delicious cup today!
100%
a
arabic
gr
Savor the sweet aroma of our Latin-American coffees taken to a light roast creates this mild-bodied cup that is rich, buttery and creamy
Mild body Crisp and lively Buttery with a sweet vanilla finish
Storage
To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee.
an t
French Vanilla
Brewing
Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste.
light roast
Ingredients: 100% arabica coffee, natural and artificial flavors.
U
Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
Naturally and Artificially Flavored
100% arabica
Net WT 10 OZ (283 gr)
28
Step 7 Redesign the Food Label: Semiotics and Semantics: Form + Meaning Forms has Cultural Meaning
Cffee o
Ground
rench vanilla
Brewing
Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste.
French Vanilla
Savor the sweet aroma of our Latin-American coffees taken to a light roast creates this mild-bodied cup that is rich, buttery and creamy to perfection. Tasting notes
Storage
To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee.
rich, buttery, fragrant
Mild body Crisp and lively Buttery with a sweet vanilla finish Try pairing with a rich, chocolate cupcake
light roast
100% arabica
U
Our commintment of quality to you Safeway Select® Commits to delivering you the highest quality coffees. We begin by selecting only 100% Arabica beans, sourced from the world’s premiere growing regions. As our coffee make its way from seed to your cup. we make certain it is handled with the utmost care. Expertly roasted in small batches, our artisan approach ensures that every bag of Safeway Select® Premium Coffee imparts the perfect flavor and aroma. We guarantee excellent taste for you to enjoy. So go ahead and brew a delicious cup today!
100% arabica
Ingredients: 100% arabica coffee, natural and artificial flavors.
Net WT 10 OZ (283 gr)
Naturally and Artificially Flavored
Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
Step 7: Design 2 Demographic: 15-25 year olds Subculture: Youth culture Vernacular: City, urban. Tone: In your face, irreverent, edgy, aggressive.
29
Step 7 Redesign the Food Label: Semiotics and Semantics: Form + Meaning Forms has Cultural Meaning
rich
O
FRENCH VANILLA SAVOR THE SWEET AROMA OF OUR LATIN-AMERICAN COFFEES TAKEN TO A LIGHT ROAST CREATES THIS MILD-BODIED CUP THAT IS RICH, BUTTERY AND CREAMY TO PERFECTION. TASTING NOTES: MILD BODY, CRISP AND LIVELY, BUTTERY WITH A SWEET VANILLA FINISH. TRY PAIRING WITH A RICH, CHOCOLATE CUPCAKE
buttery
CFFEE
100% ARABICA
rench vanilla
Step 7: Design 3 Demographic:18-45 year olds Subculture: Organic, healthy food. Vernacular: Country, farmer visual language Tone: Quaint, honest, simple, healthy, rustic, lowtech, machine age.
LIGHT ROAST
OUR COMMINTMENT OF QUALITY TO YOU
SAFEWAY SELECT® COMMITS TO DELIVERING YOU THE HIGHEST QUAITY COFFEES. WE BEGIN BY SELECTING ONLY 100% ARABICA BEANS, SOURCED FROM THE WORLD’S PREMIERE GROWING REGIONS. AS OUR COFFEE MAKE ITS WAY FROM SEED TO YOUR CUP. WE MAKE CERTAIN IT IS HANDLED WITH THE UTMOST CARE. EXPERTLY ROASTED IN SMALL BATCHES, OUR ARTISAN APPROACH ENSURES THAT EVERY BAG OF SAFEWAY SELECT® PREMIUM COFFEE IMPARTS THE PERFECT FLAVOR AND AROMA.WE GUARANTEE EXCELLENT TASTE FOR YOU TO ENJOY. SO GO AHEAD AND BREW A DELICIOUS CUP TODAY!
fragrant
Storage To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee.
Ground
Brewing Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste.
Naturally and Artificially Flavored U Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
100% arabica
Net WT 10 OZ (283 gr)
30
Ingredients: 100% arabica coffee, natural and artificial flavors.
Step 7 Redesign the Food Label: Semiotics and Semantics: Form + Meaning Forms has Cultural Meaning
Step 7: Design 4 Demographic: 25-45 year olds. Subculture: Architects, designers,creative types. Vernacular: Dwell, Bleuprint, Bravo TV, PBS. Tone: Contemporary, modern, minimail, sophisticated, upscale, city, chic, expensive.
Cffee ground
o
French Vanilla Savor the sweet aroma of our Latin-American coffees taken to a light roast creates this mildbodied cup that is rich, buttery and creamy to perfection. Tasting notes Mild body Crisp and lively Buttery with a sweet vanilla finish
rench
vanilla
Our commintment of quality to you
Safeway Select® Commits to delivering you the highest quality coffees. We begin by selecting only 100% Arabica beans, sourced from the world’s premiere growing regions. As our coffee make its way from seed to your cup. we make certain it is handled with the utmost care. Expertly roasted in small batches, our artisan approach ensures that every bag of Safeway Select® Premium Coffee imparts the perfect flavor and aroma.
rich
buttery fragrant
100 % ARABICA
Try pairing with a rich, chocolate cupcake
Storage To keep coffee fresh tightly sealed bag in container away from Do not refrigerate or
Naturally and Artificially Flavored light roast
U
after opening, store a cabinet or airtight light, heat and moisture. freeze opened coffee.
Brewing Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste.
Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
100% arabica
Net WT 10 OZ (283 gr)
31
Ingredients: 100% arabica coffee, natural and artificial flavors.
Step 7 Redesign the Food Label: Semiotics and Semantics: Form + Meaning Forms has Cultural Meaning
rich
U
LIGHT ROAST
fragrant
Naturally and Artificially Flavored
O
FRENCH VANILLA SAVOR THE SWEET AROMA OF OUR LATIN-AMERICAN COFFEES TAKEN TO A LIGHT ROAST CREATES THIS MILD-BODIED CUP THAT IS RICH, BUTTERY AND CREAMY TO PERFECTION. TASTING NOTES: MILD BODY, CRISP AND LIVELY, BUTTERY WITH A SWEET VANILLA FINISH. TRY PAIRING WITH A RICH, CHOCOLATE CUPCAKE
buttery
CFFEE
100% ARABICA
rench vanilla
Step 7: Final Design
OUR COMMINTMENT OF QUALITY TO YOU
SAFEWAY SELECT® COMMITS TO DELIVERING YOU THE HIGHEST QUAITY COFFEES. WE BEGIN BY SELECTING ONLY 100% ARABICA BEANS, SOURCED FROM THE WORLD’S PREMIERE GROWING REGIONS. AS OUR COFFEE MAKE ITS WAY FROM SEED TO YOUR CUP. WE MAKE CERTAIN IT IS HANDLED WITH THE UTMOST CARE. EXPERTLY ROASTED IN SMALL BATCHES, OUR ARTISAN APPROACH ENSURES THAT EVERY BAG OF SAFEWAY SELECT® PREMIUM COFFEE IMPARTS THE PERFECT FLAVOR AND AROMA.WE GUARANTEE EXCELLENT TASTE FOR YOU TO ENJOY. SO GO AHEAD AND BREW A DELICIOUS CUP TODAY!
Storage To keep coffee fresh after opening, store tightly sealed bag in a cabinet or airtight container away from light, heat and moisture. Do not refrigerate or freeze opened coffee.
Ground
Brewing Use 2 tablespoons of ground coffee for every 6 fl. oz. of water. Use more or less coffee for desired taste.
Distributed by Safeway INC. P.O BOX 99, Pleasanton, CA 94566-0009 1-800- SAFEWAY www.safeway.com
100% arabica
Net WT 10 OZ (283 gr)
32
Ingredients: 100% arabica coffee, natural and artificial flavors.