We created the brand identity and packaging architecture that clearly positions Whole Foods Market’s premium line as healthy, delicious and authentic. The strategy was a departure from the conventional price driven private label as the WFM premium products retail at the same or more than national brand competitors. By sourcing product focused on depth of flavor and ingredient quality, Whole Foods offers customers something better than the national brands, that’s unique to their stores.
We designed more than 450 SKUs for the program, in every department and packaging configuration. Hand drawn illustrations convey the artisan crafted nature of the products, help differentiate WFM by “walking their talk” and demonstrating Whole Foods “best supermarket in town” positioning.