From packaging to loyalty programs, in-store signage, flyer design and various types of advertising - Sobeys Urban Fresh was a welcome addition to the grocery scene in Edmonton. These smaller stores with more extensive fresh offerings (including chef made meals, salad bar, pasta bar, soup bar, and in-store bistro complete with a wine bar), gave us a chance to flex our ‘modern urban’ design muscles. Our approach was more upscale without being pretentious, and pushed the norms of flyer design, making them more informational, foodie and attractive vs. price point and grocery aisle oriented.