365 by Whole Foods Market

Concept Case Study: Brand Redesign

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.

Services: Art Direction & Design

Old to New

In order to avoid confusing the current 365 by Whole Foods Market customer, I kept a few key elements from the old logo, including the iconic black box, white typography, bright pops of color and icons derived from nature. This ensures a smooth transition from old to new branding.

The Icons

The circle motif references the repeating yearly cycle (365 days a year) as well as the cycle of nature. Rather than literally depicting the 4 seasons of the year, the new icons take a more holistic approach indicating that 365 by Whole Foods Market offers products that will nourish you for the rest of your life.


The Packaging Problem

The current 365 brand packaging doesn’t stand out on the shelf. The designs are traditional and blend in with other products offered at the store. While the current designs convey the idea of organic and healthy they lack a sense of playfulness.

The Solution

Inspired by Saul Bass and Matisse, the new packaging is colorful and fun to appeal to a younger design-conscious audience. I felt it was important to keep the lime green bar graphic that denotes “organic” in the packaging design because customers are used to looking for that while shopping.

Environmental Signage