Whole Foods, Dayton

Environmental Graphics
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Catering To The Locals


THE CHALLENGE:

The challenge Whole Foods presented to FRCH was to creatively re-imagine a global grocer's brand identity from multiple localized perspectives, while maintaining clear visual ties to the fresh, inspiring, pure, organic and approachable filter synonymous with the Whole Foods brand.

THE RESOLUTION:

Dayton's first Whole Foods store features a 45,000sqft open-layout concept that brings product & staff interaction closer to the customer. The community's unique heritage is built upon a legacy of innovation & aviation. The environmental graphics are bold with a friendly, casual tone, like the blueprint-inspired illustrations that speak to Dayton's industrial roots. The Wright Brothers' story is woven subtly throughout the space. The graphics infuse a signature style, an intriguing color and material palette, intuitive wayfinding, and a neighborly tone-of-voice-each strategically customized through the essential local lens. The unique graphic palette of localized brand assets expands beyond the in-store décor to multiple touchpoints, from team uniforms to printed promotions and social media. The result is a true omni-channel experience and an increase in brand loyalty from customers with a renewed sense of ownership and pride in their local, organic market.


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