Smart & Final Stores Inc.—the neighborhood warehouse grocery store—selected packaging design agency Voicebox Creative to refresh the look of its signature First Street private label brand, which makes up over 75 percent of Smart & Final’s private label sales.

The First Street private label name was coined years ago as a nod to the days when every town had a grocery store on Main Street. The line’s new look, designed by Voicebox, recently hit shelves and reflects Smart & Final’s commitment to quality and community through an approachable yet distinguishable diamond-shaped design that further incorporates brand touchpoints through a Main Street backdrop, classic colors and fonts. 

“Smart & Final’s First Street line is an integral part of our store offerings, reflecting our dedication to quality and value,” said Raymond Swain, Vice President of Corporate Procurement. “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 that span all aisles and categories, including adding 140 new items and transitioning Smart & Final’s Tradewinds Spices & Seasonings under the First Street label. More than 200 First Street products featuring the new look are already on the 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. “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.”