Whole Foods’ current identity is outdated and doesn’t appeal to their target demographic:
the modern urbanite. Their current branding is inconsistent from the logo to the packaging and digital platforms. The design solution is to reposition Whole Foods’ identity in order to promote modern, exciting, and engaging experience across the branding system.

The visual strategy strongly emphasizes Whole Foods’ values— “Whole Food, Whole People, Whole Planet”. The development of the “O” grid system is based on the “Whole-istic” approach that visually represents the idea of coming together as a whole. This new design approach brings modernity cohesive branding experience across the identity system– such as advertising, interior, and packaging.


Identity Variations

Graphic Elements

The three circles represent Whole Foods' vision–
"Whole Foods, Whole Planet, Whole People"


Identity Applications