This was a conceptual re-design project where the brief was to re-design the branding and packaging for a grocery store generic brand. I chose to re-design the 365 Brand at Whole Foods. The challenge was to carry the new branding through to two separate food packages, while also considering how packaging would look throughout the store across all food categories.
During brainstorming, I first considered the current 365 logo as well as the characteristics of the typical Whole Foods consumer. Whole Foods consumers typically are college graduates, live in urban areas, fairly wealthy, and are interested in natural and organic foods more than regular grocery products of lesser quality. I challenged myself to apply this mindset to the design, asking the question: how do we create a generic branding that isn’t so “generic”?
The result was a look and feel that could be carried out and easily spotted throughout the store: a clean and “365” logo paired with a friendly script, friendly but youthful green coloring, and a die-cut window in the shape of a heart to reflect the brand’s focus on quality products and health.
I was the sole designer from beginning to end.