Revitalizing Whole Foods' core in-store brand

Overview

Whole Foods Market wanted to revitalize their in-store 365 Everyday Value brand. The product line lacked a clear design system and had no connection to the master Whole Food Market brand itself. They also wanted to clearly distinguish the organic products from the conventional products, and needed a design system consumers would understand at a glance.

Execution

Our initial exploration was extensive and explored a variety of design styles and systems. We rekindled the authenticity and quality of Whole Foods Market by incorporating elements that reflected the roots of the corporate brand: rustic, natural textures and colors. Because the product design system spanned a wide variety of package types—poly bags to metal tins, labels to egg cartons––we ensured the system would easily expand to the 2,000+ SKUs throughout the line. Ultimately, we created a 60+ page brand guideline book that “laid down the law" of the brand system by providing detailed rules for typography, color, and photography.

Results

The brand system has proven to be a success based on year-over-year sales, with category increases from 10–30%, many with only an update to the package design.