Opened this past December after nearly a decade of waiting, the first Whole Foods in Brooklyn, NY, in the Gowanus neighborhood is more than 56,000 square-feet or retail space and features bike repair and parking, knife sharpening, a vinyl record store, a coffee shop, and an “assortment of locally sourced offerings from some of Brooklyn and the tri-state area’s most highly-regarded local artisans” to add to the, literally, thousands of private brand products. These new addition were designed with Brooklyn in mind by New York-based Mucca.
The design presented two distinct challenges. First, there was the immediate task of bringing a Brooklyn vibe to an established brand like Whole Foods. And second, they had to create a design language that would not only work well in Brooklyn but could be expanded region-wide. So far, the new packaging has appeared in stores throughout New York, New Jersey, and Connecticut.
In a retail environment like Whole Foods, where new products are introduced on a daily basis, each system needed to be flexible enough to fit a wide variety of container types and signage platforms — yet simple enough to produce on a regional scale. For the Private Brand design, a premium look was created that would be eye-catching in any context. Environmental signage was also developed at the same time, introducing a suite of graphic assets that perform just as well on chalkboards as they do on floor-to-ceiling windows.