Rebrand and unify Whole Foods Market premier products

Overview

The premier line of in-store products—Whole Foods Market—needed a refresh as well as an overall design system to unite the myriad products throughout stores. We were tasked with developing a brand design that would not only elevate the products above the 365 Everyday Value line but also would be simple to expand to a variety of packaging. Highlighting the regional aspect of many of the products was an additional requirement.

Execution

The sophisticated style desired led us to a clean, bright, lightly textured design solution that speaks to the quality and crafted nature of the Whole Foods Market product line. Iconography showcased the regional aspect of the products while the script typography reminded consumers of the handcrafted quality they've come to expect from Whole Foods Market products.

Results

A test product segment was developed for the frozen food category. When improved sales registered, the client quickly expanded the design system throughout the store.