For Immediate Release

PhilippeBecker Design Created and Continues to Build the O Organics Design System for Safeway

SAN FRANCISCO, CA — January 23, 2007 — PhilippeBecker Design (PBD), a branding and packaging design agency, worked with Safeway to create the brand identity and packaging design system for Safeway's proprietary brand, "O Organics." Since its launch in 2005, O Organics has become one of the top selling national organic brands and is sold in over 1800 Safeway stores in the U.S. and Canada.

Since 2005, Safeway has shifted its private label approach from reactionary to innovative, aligning its private label effort with its overall strategy of building its offerings around consumers. O Organics plays a major role in Safeway's strategy to be the health and wellness advocate for its shoppers. The O Organics line is currently comprised of nearly 200 products across the store, including beverages, bakery goods, cereals, canned and frozen foods, dairy products, and snack items.

"We created O Organics as a consumer packaged goods style brand within Safeway. We brought the same kind of passion, research, and rigor in developing this brand as you'd find among leading consumer packaged goods companies. We turned to PBD for their expertise in creating and building brands," said James D. White, Safeway Senior Vice President, Consumer Brands.

Based on Safeway's brand strategy and marketing objectives, PBD analyzed the competitive landscape and consumer's perspective to develop the storewide design system. Response from Safeway shoppers has been overwhelmingly positive. O Organics is sold in all Safeway stores including Vons, Dominick's, Tom Thumb, and Randalls.

"There are three major trends in shopping today. Customers want quality products, health and wellness, and simple solutions to complex lives. Our job in working with Safeway was to create an innovative brand that capitalized on these trends, fit within Safeway's overall strategy for a healthy life, and also increased Safeway's market share," said David Becker, President of PBD.

About PhilippeBecker Design
PhilippeBecker Design helps clients develop thriving new products, evolving brands and emerging categories through creative and strategic discovery, brand identity and packaging design. CPG and retail clients include Nestle, Disney, Hewlett-Packard, T-Mobile, Gap and Williams-Sonoma. More information is available at www.pbdsf.com.

PR Contact:
Priss Benbow
Benbow International PR
415.987.7747
pbenbow@benbowpr.com