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99 Yorkville Ave Unit 200,
Toronto, ON M5R 3K5
Toronto, ON M5R 3K5
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Deliverables
Industry
Timeline
14 Weeks
Safeway Business, a banner under Albertsons Companies, serves offices, facilities, and community organizations with breakroom supplies and business catering.
We translated a consumer‑familiar brand into a clear, B2B‑focused experience—so procurement managers and operators can find, compare, and order what they need with fewer clicks.
Project Highlights
- Design system in Figma — development‑ready files, component library, and annotation for handoff.
- Sitemap & IA strategy — four core pages (Home, About, Main Shop, Contact) structured around business tasks and buyer roles.
- B2B positioning & microcopy — language shifts from household shopping to business use cases (offices, daycares, cafeterias, events).
- Competitor research — Instacart/Costco Business patterns distilled into Safeway‑specific flows and standards.
- Separate mobile design — mobile‑first layouts prioritizing quick reorders and catering requests.
- Accessibility (WCAG) pass — color/contrast, focus states, keyboard navigation, and alt‑text guidance.
- Usability testing (focus group) — tasks, observation, and iteration prior to final mockups.
- Conversion paths — persistent Contact/RFQ routes from high‑intent pages and product groupings.
- Analytics & governance recommendations — GA4/Search Console, event plan, and content workflow.
Challenges
Safeway’s consumer equity is massive—but business buyers shop differently. The legacy framing skewed home‑use shopping, scattering pathways for offices and institutional orders. We needed to clarify the B2B value (breakroom staples, catering at scale), reduce friction for repeat orders, meet accessibility standards, and maintain enterprise brand cohesion under Albertsons.
- Webflow build — modern, secure, and fast; responsive, mobile‑first execution.
- Sitemap & IA strategy — services and industries reorganized around task‑based user journeys.
- Modular CMS & component library — reusable templates for Services, Industries, and Insights (no developer lift for routine publishing).
- Conversion paths — embedded RFQ/Contact routes on high‑intent pages with persistent, unobtrusive CTAs.
- On‑page SEO — clean metadata, headings, internal linking spine, and structured data; GA4/Search Console wired.
- Accessibility & performance — WCAG‑informed color/type, keyboard navigation, lazy‑loading, and asset minimization.
- Content support — technical copy editing to maintain precision while improving scannability and search intent match.
- CMS operations workshop — step‑by‑step training videos + live session; governance checklist for a sustainable cadence.
Launch & stabilization — full QA, analytics verification, and 30‑day post‑launch support.
Our Approach
We mapped jobs‑to‑be‑done for office managers, facilities, and event coordinators, then rebuilt navigation and page models around those tasks. A component‑driven web design system and focused UI/UX patterns improved wayfinding, scanability, and conversion. We aligned light branding elements, drafted B2B microcopy, documented SEO fundamentals, and produced development‑ready Figma files. Finally, we provided enablement workshops and a governance checklist so internal teams can scale content without developer lift.
Final Outcome & Why Brand Vision
The redesign positions Safeway Business as a reliable partner for workplaces and organizations: clearer B2B story, faster paths to catering and supply orders, accessible components, and a smooth handoff to development. Brand Vision was the right choice because we blend enterprise‑grade craft with enablement combining web design, UI/UX, light branding alignment, pragmatic SEO, and advisory‑first consultation to deliver a maintainable B2B system not just a launch.
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(Updated on )
Safeway (Albertsons)
Reframing a household‑name grocer for business buyers.
Safeway Business, a banner under Albertsons Companies, serves offices, facilities, and community organizations with breakroom supplies and business catering.
We translated a consumer‑familiar brand into a clear, B2B‑focused experience—so procurement managers and operators can find, compare, and order what they need with fewer clicks.
Services
Project Summary
Safeway Business set out to shift purchasing behaviour from household shoppers to B2B customers who need bulk grocery, break-room, and catering supplies. The existing site felt consumer-oriented, struggled with navigation, and didn’t surface value propositions for enterprise accounts. Brand Vision conducted competitor benchmarking against Instacart & Costco, mapped buyer personas, and identified two main goals: (1) streamline the path to bulk ordering and (2) showcase Safeway’s nationwide fulfilment strength. The redesign introduces a modern, brand-aligned aesthetic, clear category way-finding, and content blocks that speak directly to busy procurement managers.
Brand Vision’s Impact
The impact we had on this project:
We conducted a full UX and conversion audit, re-architected navigation into clear B2B purchase journeys, and optimized pages for speed, accessibility, and high-intent SEO. The streamlined, mobile-ready experience now converts enterprise shoppers efficiently and reinforces Safeway’s wholesale credibility.
At Brand Vision, we take great pride in delivering unparalleled services to our clients. For this specific project, our team placed a strong emphasis on crafting a visually striking and timeless platform. We recognized the project's significance to the client and ensured effective results by establishing clear goals and milestones throughout the project. Our determination was unwavering in creating a design that not only stands out among the competition but also effectively communicates the client's message and offerings.
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