Problem: Whole Foods Market needed a new updated identity to go along with their organic persona.
Solution: A fresh, recognizable form that can be applied to things with text or stand alone and used for just form. Whole Foods represents organicism and in order to visually communicate this a sun/orange form is the best way to show natural and organic foods. The colors used for this identity are to show that Whole foods is a comfortable and inviting place to purchase your groceries. The font choice of Gotham light is to resemble the lightness and airy feeling that organicism stand for.
