Raley’s Shelf Guide

Raley’s grocery store developed a system of icons both on the shelf and online to help customers make more informed decisions. Problem is they are hard for customers to understand what they stand for.

We created this campaign to translate the icons into educational yet twisted bite size contents. Who would have thought “paraben” can be fun.

Media: Integrated

Shelf Guide :30

A handful of 15s each focusing on one icon:


We created posters for all 23 icons that are used indoor and online. Some examples below:

CD: Craig Mangan | ANIMATOR: Lobster Studio