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- Packaging
Whole Foods Market has established itself at the forefront of high-quality, natural groceries in America. When their premium in-house line of products needed a refresh to live up to Whole Foods’ high standards, the native Austin company worked with Canales & Co to develop a system that is both premium and personal.
While Whole Foods is renowned across the country now, it began in the late 70s as a market championing local foods, deeply connected with the “hippie” Austin community it served. The collaborative approach to the new packaging aimed to highlight these origins with woodcut illustration and a vibrant tie-dye inspired treatment, along with joyfully retro typography. The approach subverted national chain sensibilities while reflecting the highest standards of quality of the products themselves.
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A vast, versatile system that makes each product feel one-of-a-kind
The near unlimited color palette, flexibility of the illustration, and space for product windows and photography allows every subset of product feel wholly custom and crafted. Consistent composition centered around the WFM logo and a cream information placard across the range provides a sense of unity without betraying a spirit of individuality.
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