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Whole Foods Redesigns Its Store Brands Prepared Food Packaging

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July 27, 2010

Gone are the days of offering customers different types of foodservice packaging at different Whole Foods Markets across the country.

Whole foods bakery packagingUnder the leadership of branding and advertising agency Duffy & Partners, the retailer is unveiling a unified package design for its bakery products, soups, and its cold and hot foods bars.

The packaging features elements of nature including a soft leaf theme and the use of earth tones on both white board and unbleached paper.

Whole Foods also discovered that good and unified package design drives efficiency. “Whole Foods realized that its strength of supporting regional farms and suppliers was becoming a weakness in maintaining a strong and focused brand,” Duffy wrote on its web site. “Over time, as the company grew, execution of unique local messaging and departmental packaging began to erode brand continuity, and missed enormous production efficiencies.”

Whole foods promiseThe challenge was to develop a universal packaging program that would “celebrate the diversity found in every region, and do so in a manner that would support the mission of a national brand.”

On the Duffy & Partners web site, Whole Foods Market’s market team wrote: “It’s not about the logo, It’s about the story behind the logo. Our values. The values of our customers. And giving the universal brand support by leveraging our regional focus.”


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