Lucerne Dairy Farms is the oldest and largest Safeway-owned brand with $1.2 billion in annual sales. Its potential, however, is so much more given its breadth: 475 SKUs across 20 categories including milks, yogurts, cheeses, eggs and beyond. But consumers found the brand boring, and they did not recognize or consider the brand from one aisle to the next. If Safeway could grow consumer loyalty across categories and get half of Lucerne households to buy just one more Lucerne product, incremental revenue could potentially reach $33.5 million a year. Through a confident brand strategy and an iconic packaging design system, Lompreydesign helped Lucerne transcend a commodity stereotype and connect emotionally with consumers.