Whole Foods Market’s private label grocery brand is called 365 Everyday Value. It’s what Up & Up is to Target or what Great Value is to Walmart. In 2015, Whole Foods Market announced their newest project, 365 by Whole Foods Market, a smaller-store concept where value meets quality. Since then, they’ve launched twelve 365 stores nationwide. This is a case study for a proposed brand redesign. The ask was to update the current 365 by Whole Foods Market brand to feel more modern, fresh and fun to attract a younger, health-conscious, budget-wise customer.