OCAD 2006 Thesis project — Corporate rebranding program proposal for Whole Foods Supermarkets (North America’s largest organic grocery chain).
For the development of this identity, the proposed logo type was transferred to wood block for printing and the resulting print was then digitized for final application. The project included: Basic logo redevelopment and application, an expanded identity system, packaging materials, signage, uniforms, vehicle graphics and outdoor advertising campaign. (Click on image(s) for a larger view)
To re-invent Whole Foods I set about exploring several possibilities for a new identity. In the end I ended up with a re-envigorated take on the wordmark, one with a more contemporary look and a more organic feel. This was achieved by rendering the selected typographic arrangement in wood and then block printing. From the prints a final selection was made and then transferred to Adobe Illustrator and converted to vector graphic format that could then be colourized and manipulated as required for various applications.