Whole Foods Market was founded in 1980 based on the belief that where food comes from and how it’s grown, matters. Whole Foods Market asked us to create a framework and tools to help the company efficiently execute cohesive communications across the company — in a way that's uniquely Whole Foods.

We helped articulate and define Whole Foods' brand principles, and, aligned with those, evolved the brand's visual system and developed comprehensive guidelines. We updated the logo; created a shorthand identifier; established a photography style, fresh color palette, custom typography; pattern and illustrations; and created communications examples. We didn’t want to lose the independent spirit and personality of each Whole Foods store with a cookie-cutter approach. So we built that flexibility and room for creative expression into the system.

Work created with the team at Office.

We also evolved the Whole Body brand, to align with the new Whole Foods Market branding. The elevated look and feel represents the quality of the products sold as part of the Whole Body brand.