Albertsons rebrands Signature Family of Brands under Signature SELECT

The transition to Signature SELECT is underway across stores, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s and more.
Sandra Levy
Senior Editor
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Albertsons is rebranding its Signature Farms, Signature Care and Signature Cafe products under one master brand, Signature SELECT.

The company shared that the rebrand features a refreshed, modern logo, bold packaging and a new marketing campaign designed to build an emotional connection with customers. 

The transition to Signature SELECT is underway across stores, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s and more, and is expected to be complete in early 2024.

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“Signature SELECT is our flagship brand offering shoppers an incomparable assortment of quality products at an incredible value,” said Jennifer Saenz, executive vice president and chief merchandising officer at Albertsons. “We are incredibly proud of our Signature family of brands and by bringing these sub-brands together under one name, we are building greater brand recognition, driving brand loyalty and creating customers for life.”

Signature SELECT is already the largest brand in the company’s Own Brands portfolio, offering more than 8,000 products, including packaged salads, ice cream, frozen pizza, coffee, paper goods, pasta, snacks, canned vegetables and fruit, ground beef, pork and chicken.

Following the consolidation of Signature Farms’ fresh poultry and produce, Signature Cafe’s deli items and Signature Care’s line of personal and baby products, the master brand will feature the modern Signature SELECT logo with a unified package design across its broad assortment of product categories so shoppers can easily identify the brand throughout the store. Signature SELECT guarantees 100% customer satisfaction or they can receive a full refund of the purchase price.

The Signature family of brands was introduced to the Albertsons portfolio of stores in 2016 following the merger of Albertsons and Safeway. However, the ‘S’ branding dates back as far as the 1960s when Safeway sold products under the ‘S’ brand including milk, bread, ice cream, coffee, jellies, soft drinks, lunch meat, canned fruits and vegetables, frozen foods and paper products. The ‘S’ brand remained a key private label for Safeway until 2012 when the company retired its namesake brand and merged its products under the Safeway Kitchens, Safeway Farms, Safeway Home and Safeway Care brands, which ultimately became the Signature family of brands.

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The Signature SELECT consolidation and rebranding follows recent updates to the company’s Own Brands portfolio including the evolution of the O Organics brand and redesign of Open Nature.

These brand innovations are supported by a recent survey commissioned by Albertsons, revealing that consumer demand for private labels continues to grow with 93% of Americans embracing and expanding their purchases of store brands. Respondents cited price, quality and availability as the main drivers of these purchases with a large number writing in that better taste was a factor when choosing a private label brand.

To celebrate Signature SELECT, the company debuted a new summer campaign appearing now in print, social, online and streaming channels. 

“When developing the marketing campaign to accompany our expanded Signature SELECT flagship brand, we knew we wanted to celebrate the brand’s virtues of quality, taste, value and convenience,” said Brandon Brown, senior vice president of Own Brands at Albertsons. “Our Signature creative showcases warm, welcoming scenes that puts the Signature SELECT brand at the center of life’s moments. We’re creating an emotional connection with our customer and showing her how everyday occasions can have their own signature flavor and style.”

Signature SELECT is part of the Own Brands portfolio, which includes trusted household names such as O Organics, Lucerne, Open Nature, Primo Taglio, debi lilly design, waterfront BISTRO, Soleil and Value Corner.