Whole Foods
Objective
Americans spend nearly half their waking hours at work, making the workplace a powerful opportunity to influence health, happiness, and productivity. Whole Foods Market, known for its culture of wellness, wanted to share its food-focused approach with local companies through a new business-to-business program.
The challenge was to create a brand and campaign that translated Whole Foods’ internal wellness ethos into an external-facing offering: one that employers would find accessible, credible, and impactful.
Scope
Brand Naming & Positioning
Visual Identity & Guidelines
Website Design & Development
Marketing Collateral & Sales Tools
Vehicle Wraps & Environmental Graphics
The Solution
We began by developing the name FullSpoon: a warm, inviting identity that reflected nourishment, balance, and approachability.
We designed a comprehensive brand identity system that aligned with Whole Foods Market’s existing aesthetics while giving FullSpoon its own distinct, modern presence. This included a flexible toolkit for web, print, and environmental applications, ensuring the brand could show up confidently across digital campaigns, HR channels, on-site materials, and even company fleet vehicles.
We also designed a sleek, mobile-friendly website to help employers learn more and get started. The site highlighted the program’s key benefits: on-site nutrition education, employee engagement, and a common-sense path to workplace wellness rooted in Whole Foods’ values.
Impact
FullSpoon gave Whole Foods a new way to expand its mission and impact, reaching companies looking to invest in employee health.
By bridging retail values with corporate wellness, the brand positioned Whole Foods as a partner in both business performance and better living.
Visual Identity
Applications
Exploration
