The Whole Foods Packaging for Brooklyn Has Local and Regional Appeal
Laura McQuarrie — April 23, 2014 — Lifestyle
References: mucca & thedieline
Branding firm Mucca was put to the task of creating Whole Foods packaging that was specific to the Brooklyn area, but also versatile enough to be implemented nationwide.
To communicate the vibe of Brooklyn, Mucca's graphics play up essences like the high quality and handmade feel of Whole Foods products. Flexibility was important within the designs too, meaning that the compositions on the small packages needed to be able to seamlessly make the transition to produce labels, as well as full sized floor-to-ceiling signs too.
Mucca's packaging was designed for the Whole Foods flagship location in Gowanus, but has now expanded to the rest of New York, as well as other states, including New Jersey and Connecticut.
To communicate the vibe of Brooklyn, Mucca's graphics play up essences like the high quality and handmade feel of Whole Foods products. Flexibility was important within the designs too, meaning that the compositions on the small packages needed to be able to seamlessly make the transition to produce labels, as well as full sized floor-to-ceiling signs too.
Mucca's packaging was designed for the Whole Foods flagship location in Gowanus, but has now expanded to the rest of New York, as well as other states, including New Jersey and Connecticut.
Trend Themes
1. Customized Regional Packaging - There is a growing demand for packaging designs that cater to specific regions or local areas, providing a sense of authenticity and connection to the local community.
2. Flexible Packaging Design - The need for packaging designs that can adapt to different formats, such as small packages, labels, and signs, is on the rise, enabling seamless branding across various touchpoints.
3. Handmade Aesthetic in Packaging - Brands are leveraging the visual cues of high quality and handmade feel in packaging designs to create a sense of trust, exclusivity, and differentiation in the market.
Industry Implications
1. Packaging Design - The packaging design industry can explore new opportunities in creating customized regional packaging that reflects the unique characteristics of different locations.
2. Food Retail - Food retailers, like Whole Foods, can benefit from flexible packaging designs that allow consistent branding across various products and store formats.
3. Branding and Marketing - Branding and marketing agencies can tap into the trend of incorporating a handmade aesthetic in packaging designs to help brands stand out and capture consumer attention.
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