Whole Foods Redesigns Private Brand

Whole Foods Market’s Market brand packaging has received the Duffy & Partners treatment, with revamped packaging, designed by the branding and advertising agency that will unify different designs found throughout different markets.”

Austin Texas based organic and natural grocer Whole Foods Market’s Market has redesigned its fresh food Private Brand packaging with the help of Minneapolis based design agency Duffy & Partners. The new packaging will unify different designs found throughout different markets.

The new system introduces a unified language that still celebrates the different regions and their unique local offerings, while also supporting the mission of a national brand.  The re-design includes the classic Whole Foods Market logo, and adds splashes of natural sage greens, berry reds, marigold oranges and oregano hues, depending on the product.  A stylized leaf motif is found across all packaging.

This is nice work that fulfills the brand promise of Whole Foods while modernizing and unifying the design of its Private Brand, lets hope a redesign of the 365 Private Brand is not far behind.




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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.