The Ohio State University | Introduction to Visual Communication Design 1 | Autumn 2021
Description
I developed a comprehensive symbol system for Whole Foods. The deliverable included 8 symbols, two expanded symbols, and promotional materials for the brand (gift bag and poster). The 8 symbols represent the following food categories: Beef, Poultry, & Pork; Breads, Rolls, & Bakery; Breakfast; Frozen Foods; Pantry Essentials; Prepared Foods; Produce; and Wine, Beer, & Spirits. The two additional symbols represent Recipe Collections and Special Diets.
Symbol System for 8 Grocery Categories (b + w, color)
System Promotion: Poster
System Promotion: Gift Bag
Process
In Whole Foods' branding guidelines, they use words like "handmade", and "whimsical". I created rules for my symbol system that would help me accurately convey those descriptions. I challenged myself to create each element within a symbol using only one line and to keep the stroke weight the exact same across all symbols. This allowed me to keep the designs light, open, and consistent. Some of the designs also include a loop element when possible to suggest space and add a whimsical component. Overall my symbol system for this brand is very clear-cut while also having that personal, handmade touch.
The process started by sketching dozens of potential symbols for each of the eight grocery categories. Then, the sketches were taken into Illustrator, further researched, and refined repeatedly.
I decided to keep Whole Foods brand colors because they are very natural and are associated in our society with being healthy. The colors and their perceptions directly reflect the principles of Whole Foods' brand.
Reflection
The rules I had set for myself were, at times, very challenging. It took a lot of effort and refinements to convey the meanings of the symbols with the right amount of detail. If I were to keep working on this project I would like to produce more applications of the symbols, either in a physical space, for any promotional materials, or on merchandise.