Whole Foods needed a modern update that maintained a crafted feeling appropriate for the stories of the products. In their words, the previous design "seems more equivalent than exceptional. Other than price, it’s not easy for our customers to discern what makes the Whole Foods Market line, indeed, more special." The three points of emphasis for the new design system: Define an aesthetic approach that evokes an exceptional, not elitist, experience, differentiate from the mid-level 365 brand, and convey a message of sustainability.
We went back to Whole Foods' roots as brand, before they were the Amazon-owned national household name, to when they were a local Austin produce market. Tapping into that origin, we sought authentic inspiration that would convey universally, arriving at a woodcut illustration style to pair with buoyantly expressive typography and a tye-dye wash of color to evoke hippie roots and a commitment to craft, sustainability, and quality.
Through close collaboration at a breakneck pace with the Whole Foods team, we refined the design as I developed a system to create repeatable illustration methods, leading a workshop for their team so that we could tackle the hundreds of SKUs in the Whole Foods Market lineup. Once the vision was fully defined, we worked alongside Whole Foods to produce SKUs across different categories, crafting unique elements for each one while remaining wholly consistent.
.gif)
We developed a range of levers, including category specific illustration subjects, incorporation of organically integrated photography, and thoughtfully placed cutouts to ensure each category and individual product felt like it got the full special treatment, not a copy paste template. The combination of these elements alongside distinct use of color within a category allowed for both an overall unmistakable consistency and clearly defined SKUs that stood out on the shelf level.
.jpg)
.jpg)
