Whole Happiness
Brand Strategy, Brand Identity, Packaging (2016)
The goal of this project was to define a new breakfast brand, product offering, and package design for Whole Foods Market — an organic supermarket chain. The process began with extensive research of the Whole Foods brand in order to understand their values, target audience, and illuminate design opportunities within the breakfast food realm.
The solution is Whole Happiness, a sub-brand of Whole Foods, offering a variety of oatmeal cookies made with 100% natural ingredients. The packaging is designed to stand out on the shelf, and to attract the young, female, professionals that frequent Whole Foods Market.
The design allows for the brand to be expanded—with additional cookie flavors and their corresponding colors to be added in the future. An effort to create grab-and-go offerings with recyclable packaging was also addressed.
