Whole Foods Market
From Around Here Campaign
Client: Whole Foods Market
The word local had become so overused in grocers nationwide that it had lost all meaning. Whole Foods Market put a stake in the ground and rebranded their local products as “from around here” in order to provide sourcing transparency, which was communicated at the program, state, and store levels.
Creative Platform Development / Logo Design / Information Architecture
A 100-mile radius, as the crow flies, was identified as the metric to qualify for the program. Crows are characterized as short-distance migrants that live and nest close to home, serving as ideal inspiration for the logo. The crow symbol was paired with a “crop circle” icon that is used to define the 100-mile radius in the core mark, to highlight specific areas on regional maps, and as a graphic housing for individual product specs on the retail floor.
