Coffee package design

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.

4

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

7

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

12

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

27

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.