Smart & Final Unveils New Private Label Packaging

Retailer taps Voicebox Creative for First Street brand redesign

Smart & Final Stores has refreshed the look of its signature First Street private label brand, which comprises more than 75% of its private label sales.

The First Street brand name was coined as a nod to the days when every town had a grocery store on Main Street, the retailer said in a release. The line’s new look, designed by packaging design agency Voicebox Creative, features a distinguishable diamond-shaped design with a Main Street backdrop, classic colors and fonts, designed to reflect the ideals of quality and community.

“Smart & Final’s First Street line is an integral part of our store offerings, reflecting our dedication to quality and value,” said Raymond Swain, VP of corporate procurement at Commerce, Calif.-based Smart & Final Stores. “The new refreshed design creates a synonymous relationship between Smart & Final and our First Street product offerings, while allowing each category to have their own design identity.”

Voicebox’s design system will be applied to 2,500 SKUs storewide, including 140 new items. Smart & Final will also transition its Tradewinds Spices & Seasonings under the First Street label. More than 200 First Street products featuring the new look are already on shelves.

“Voicebox carefully considered a variety of factors from brand expression, consistency and flexibility to shopability and shelf impact when developing a look that was representative of First Street and Smart & Final’s values,” said Jacques Rossouw, creative director for Voicebox, based in San Francisco. “Our versatility in design and deep experience in complex CPG label systems resulted in an ownable and differentiated look that successfully communicates First Street’s quality, heritage and commitment to community across multiple product lines.”

Voicebox is an award-winning packaging design agency that helps brands tell their stories through strategic and creative packaging design. Founded in 2004, the company has received accolades and recognition from CLIO, Graphis, AIGA, Brand Design Institute and Graphic Design USA.

Smart & Final Stores operates 316 grocery and foodservice stores under the Smart & Final, Smart & Final Extra and Cash & Carry Smart Foodservice banners in California, Oregon, Washington, Arizona, Nevada, Idaho, Montana and Utah, with an additional 15 stores in Northwestern Mexico operated through a joint venture.


More from our partners