• 365 logo 1920 wide slideshow

  • 365 logo horiz 1920 wide slideshow

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NFD designed the brand mark and packaging style guide for Whole Foods Markets 365 private label to attract mainstream grocery customers interested in natural foods and help WFM shake off their “Whole Paycheck” reputation. The brand mark and visual theme ties Whole Food’s quality image with a promise of value pricing.

The brand mark is intended to be the dominant visual on the packaging with a modular format that works on any package size or configuration. In a letter to shareholders, Whole Foods Chairman John Mackey said “The success of the 365 brand would be hard to exaggerate.”