I was assigned to develop a comprehensive symbol system for Whole Foods. I researched the current Whole Foods brand and symbol sets then created the system, along with a pattern, pattern mockup, and poster mockup for marketing the Earth Day Celebration event.
Frozen Foods
Bakery
Wine, Beer, and Spirits
Cheese Counter
Meat Counter
Produce
Pantry Essentials
Prepared Foods
Recipe Collection
Special Diets
The base black and white logo set. Hoover over each image to see the referent categories.
For the symbol set with color and background application, I stuck to Whole Foods' original branding color (#00674B) with the addition of contrast to make the set color-blind accessible.
The black and white seamless pattern and the application of color, with extractions from the pantry essentials and wine, beer, & spirits symbols.
Pattern and Mockup.
Poster and Mockup.
Click here for a full process book.
