Created by Whole Foods Market, 365 delights shoppers with thousands of grocery basics that are anything but. It provides a remarkable value and the peace of mind that comes with the industry-leading quality and ingredient standards for which Whole Foods Market is known. Intuitive, vibrant, enjoyable, and fun, 365 is truly the splurgiest way to save.

Our goal with the redesign was to translate the essence of the 365 brand into joyful package designs that our customers would enjoy purchasing, serving and even displaying - adding vibrant design to their kitchen counters, breakfast nooks – even laundry and bath spaces.

The brand’s signature element had always been the black rectangular logo. We retained the black, but also introduced a solid green version of the logo to help customers identify organic items, appreciating how well both bold, deep shades allow our customers to locate 365 items with ease. We opted to further simplify the logo by foregoing its former colorful squares, focusing instead on adding colorful illustrations to the entire package. Finally, we updated the logo shape, introducing a curved-base, and redrew the 365 letterforms.

The bright new color palette was inspired by the remarkable vibrancy of food and draws your eye to the modern-organic illustration style. Though the illustrations were built from simple vector shapes, the edges have subtle, unexpected curves and irregularities that feel modern yet natural. By playing with elements of transparency and intentional intersections of illustrated shapes, we expanded the color palette and brought further visual interest and depth to the compositions.

Typography is bold, streamlined for clarity and does not distract from the playful visuals that anchor the brand.

The vibrant, joyful designs break through the subdued palettes that are typical for the natural food space, making this design highly recognizable and findable. Updating thousands of packages over one year has visually transformed the aisles of Whole Foods Market with a new, simple and modern way of packaging natural food.