Taste “The Kitchen” at Whole Foods

Whole Foods -craft 1For those days when customers want to have a fresh, hot meal with wholesome ingredients but don’t want to step foot inside their kitchen, there’s The Kitchen at Whole Foods.Whole Foods -craft 2

The Kitchen is the prepared-foods division of Whole Foods Market. Agency Moniker teamed up with San Francisco-based Rubber Design to create a visual identity system that spanned everything from identity and packaging to custom illustration and signage. A set of illustrated icons were created to identify different meals, as well as provide a textural element to tie together marketing and promotional materials.”

Whole Foods -craftThe Kitchen at Whole Foods is an extension of the fresh market offerings of the grocery store chain, but instead of grabbing the ingredients to make a meal, you simply grab the meal itself. “Good to Go” and “Honest to Goodness” grace posters and other materials, emphasizing the freshness and high quality. Images like chickens, grapes, and corn cobs take the large company and make it feel more local, like a small corner store in your neighborhood or a one-of-a-kind market on a main street.Whole Foods -craft 3

Although The Kitchen has a small-town vibe, the clean and purposeful design emphasizes the premium quality of the ingredients. By using simple fonts and sticking to certain select images, the brand speaks without having to actually say much, gaining recognition and respect.

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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.