WFM 365

Brand identity & Package Design System

We started working with Whole Foods Market in 1992 when they had 13 stores. Over the next two decades, we created branding, store graphics and private brand package designs that powered Whole Foods growth to 456 stores in the US, Canada and the UK. We designed the original 365 logo and package design system to help Whole Foods attract conventional grocery store customers with a value priced line backed by Whole Foods reputation for quality. 365 was an instant success with customers and in recognition, Nancy Frame Design was named Whole Foods All-Star Vendor. In his annual report letter to stockholders the year following the 365 brand launch, John Mackey, founder and CEO, said " It would be hard to exaggerate the success of the 365 brand."