The logo development was a study of how far a department identity could, or should, be removed from its source material. The selected execution utilized a dough-like perimeter as a modification to the Whole Foods Market “dot” logo. This ensured a strong connection to the parent brand while allowing for meaningful distinction of the bakery and an impression that felt appropriately familiar in the baked goods space. Templated designs for merchandising and point of purchase stickering allowed for in-store customization to accommodate fresh and seasonal products.