By Lyndsay Stone, Design Manager, MBD
MBD and our client partner, Smart & Final, have been dedicated to revitalizing the First Street brand to enhance the customer experience and present a new vision for the longstanding in-house private label. This multi-year initiative has involved refreshing all product categories carried in-store and online, with many of the latest updated offerings featured in Smart & Final’s first advertising campaign in five years. Airing across TV, social media and out-of-home billboards since May 2024, the campaign stars celebrity chef Roy Choi, a frequent shopper and fan of the First Street label.
Based in Los Angeles, Smart & Final is a grocery retailer with over 250 stores in California, Nevada, and Arizona, serving customers for 150 years. The brand offers a unique shopping experience through its club store within a grocery store format, showcasing over 3,000 club-sized items to fit every household and business need. At Smart & Final, private label products form almost 30% of each store’s inventory, with some categories reaching nearly 100% penetration.
The evolution of the First Street design coincides with Smart & Final’s renewed commitment to standing out from the competition. With thousands of SKUs undergoing this refresh, together we have spent the past year introducing innovative product offerings across several competitive and unique categories, such Frozen Sweet & Savory Snacks, Over the counter Medication, as well as Kitchenware & Foodservice Packaging. Quick Breakfasts & Meals,
By utilizing a set of strong core fonts, have established a cohesive look across all First Street items, complemented by vibrant, bold color palettes that enhance the product’s appeal. Each category incorporates tailored design cues, relevant informational claims, cooking times, and options for club, family, or party sizes where applicable. This holistic approach is designed to resonate better with the brand’s target audiences, elevating the overall experience to match the product’s high quality and value.
Check out what we’ve been up to…
Frozen Pasta Meals with Sauce (Family Size)
MBD has crafted a vibrant and intuitive packaging solution that perfectly captures the essence of the product while staying true to the First Street brand. This stylish and eye-catching design plays across about 12 frozen pasta favorites!
- Color-Coded Background:
Each variant features a distinct color-coded background with an energetic pattern, abstractly resembling different pasta shapes. This helps consumers easily identify their favorite pasta at a glance. - Top-Down Photography:
The photography showcases beautifully plated, cooked pasta with minimal garnish. For nonsauced items, we’ve included actual size images off the plate, giving a clear and accurate representation of the product.
Frozen Chocolate Covered Berries
Nestled behind freezer doors, these smaller bags in a newer product category needed a design that works hard to grab attention. MBD pushed the concept of affordable sophistication with a tone-on-tone marbled background, mimicking the swirling of delicious chocolate layers. Simple photography takes the lead, conveying a sense of premium quality and fun. The conversational language in the “just fruit & real milk chocolate” copy emphasizes simple, healthier ingredients for snacking.
Frozen Waffles & Pancakes
A mid-size range of frozen convenience breakfast items required a vibrant and eye-catching design that appeals directly to families. The bright colors and inviting photography make these waffles hard to resist. We incorporated a subtle waffle-patterned background to add texture and warmth, tying the design together seamlessly. The product offerings range from 10-count to 60-count club sizes on select items.
Ice Cream Syrup Toppings
Modern photography and a dripping syrup effect make these ice cream toppings feel both fun and indulgent. The contrasting colors, combined with the actual product hues and imagery, create an eye-catching presentation on the shelf. This playful and approachable design elevates products that were once standard for your party sundae bar into something truly special.
Popcorn & Cotton Candy
Popcorn and cotton candy need to resonate with both families and organizations. We’ve incorporated an engaging background pattern that unifies the range, complemented by fun color combinations and SKU-specific illustrations. Highlighting that some SKUs come in 24-pack sizes with single-serve bags inside is key; we believe the “perfect snacking size” messaging appeals to all groups.
By carefully reimagining the First Street packaging across a wide range of categories, MBD has aimed to make each product not only stand out on the shelves but also align with the values of quality and value that both First Street and Smart & Final represent. Our collaborative approach ensures that every element, from vibrant color-coding to thoughtfully crafted photography, contributes to a cohesive and inviting brand identity across every SKU.
Lyndsay Stone
Lyndsay brings over 18 years of experience in the design industry, specializing in food and beverage packaging design. As a Design Manager at MBD, she is passionate about helping retailers and brands discover their unique voice through innovative creative solutions. Committed to fostering strong client relationships, she consistently seeks opportunities to inspire, challenge, and guide clients in unlocking their design potential.
