Whole Foods Market had lost their way back in 2010. Their anchor private label brand, 365 Everyday Value, was completely disconnected from the Whole Foods Market brand. It resembled a generic, low-quality value-line rather than being reflective of the quality that customers had come to know from Whole Foods Market. Our goal was to reconnect the brand with the philosophy of high-quality and high standards that their customers were expecting.
We did just that, 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.
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 and is still working well 10 years later.
