Whole Foods Rebranded Packaging

"Whole Foods Market’s Market brand packaging has received the Duffy & Partners treatment, with revamped packaging, designed by the branding and advertising agency that will unify different designs found throughout different markets."

"The Duffy & Partners-designed packaging for items such as deli containers and bakery boxes introduce a universal packaging program that still celebrates the different regions and their unique local offerings, while also supporting the mission of a national brand.  The Duffy & Partners re-design includes the classic Whole Foods Market logo, and adds splashes of natural sage greens, berry reds, marigold oranges and oregano hues, depending on the product.  A unifying stylized leaf motif is found across all packaging.

Duffy & Partners has revitalized the Whole Foods brand packaging with style and passion unlike any other design firm.  The packaging and design created by Duffy & Partners now has a universal design and feel while still promoting the regional fare known to individual Whole Foods Markets."

Comments

[Andy]

Looks really nice, now all they need to do is fix that awful logo. Why exactly does the 'O' look like a mean eyeball, complete with brow?

[Ashley]

Ha! I think it's supposed to be a piece of fruit, no? Agreed, the logo is kind of fighting with the rebrand. Overall, a nice re-do but I would have thought Duffy might do something a little less expected.

[Pat]

Being into growing things, the leaves bug me. Non identifiable, and several different types of veining... all on the same plant? not gonna happen. To me, that casts their whole "whole foods" concept in doubt, because they don't even know what a friggin' plant looks like. Give me several different plants, sure. But don't mess with Mother Nature like that. It's Frankenfoodish.

[Chris]

I would have expected something better from Duffy. Disappointing.

[Steve]

beautiful!

[Brett]

Am I looking at the Whole Foods brand or Starbucks? I could have saved someone some cash and just scrubbed Starbucks from some stuff and add the Whold Foods name.

[carol]

I think it's great. Different veins on the same leaf? Doesn't bother me. Artistic license; connotes variety, individuality and for me is refreshing as it defies sameness. I'm also sure the brief did not include redesigning the whole foods logo so that it remained constant and identifiable. Works for me and adapts across different structures and substrates without losing the integrity of the design. Color palette is very foodsy as it should be.

[superfoofy]

The self-congratulatory text on the packaging is a turn off. The look of this stuff seems dated already - looks a lot like Starbucks green and white leaf on kraft that has been around for several years. This could have been so much better, but the way WFM operates, so many people have to agree on design that it ends up a bit generic. It's an improvement over all that woodcut crap they used to do. It looks like this is all for prepared foods and bakery. When are they going to address the 365 / 365O packaging? That stuff is all over the map.

[Jambe]

I would appreciate a much more minimalist, dare I say austere design. As little ink and frill as possible.