Modernizing Tradition: How Whole Foods Streamlined Branding for a Sophisticated Retail Experience

Through the Whole Foods Market rebrand, I learned how a strategic shift in brand systems can modernize a retail space while streamlining production processes. While the logo was updated, the more significant transformation came from the transition away from hand-drawn signage to larger print and digital assets, introducing a cleaner, more sophisticated aesthetic.

This shift reduced production time, simplified campaign execution, and brought a contemporary, minimalist feel to stores that were beginning to feel aged. By isolating design elements—focusing on simple photography, large typography, and an understated logo—the brand moved toward an "anti-brand" aesthetic often associated with luxury, elevating the grocery shopping experience while maintaining its core value, good food.

Chalk illustration & hand lettering

Chalk Illustration & Hand Lettering
Designed and produced hand-lettered signage and chalkboard illustrations that added warmth and authenticity to the in-store experience. Each piece reflected Whole Foods’ approachable, community-centered brand personality while enhancing the visual appeal of seasonal and promotional displays.

Local Partnerships & Specialty Displays

Local Partnerships & Specialty Displays
Collaborated with local producers, artisans, and community partners to create in-store displays that highlighted regional offerings and seasonal collaborations. These specialty presentations strengthened community connections while showcasing Whole Foods’ commitment to supporting local businesses and sustainable sourcing.

Project Scope

  • In-store brand and marketing design

  • Environmental and signage design

  • Campaign development and rollout

  • Rebrand implementation across local assets

  • Vendor and supplier coordination

  • Seasonal and promotional materials

  • Community and partnership campaigns

  • Digital and print marketing collateral

  • Department-specific visual support

  • Brand standards adherence and refinement

Project Involvement

  • Collaborated with regional marketing and design departments to localize national campaigns

  • Managed vendor relationships to ensure quality, consistency, and timely deliver

  • Led implementation of updated brand standards across store signage and communications

  • Developed environmental graphics and in-store experiences aligned with brand initiatives

  • Created marketing materials supporting local partnerships and community engagement

  • Balanced corporate strategy with store-level needs through creative problem solving

  • Ensured cohesive brand presentation across multiple touchpoints