I looked at my last couple of months working at Whole Foods as an opportunity to create one last body of work in which I would leave the store looking the best it had ever looked (in store marketingwise) as well as create my best work to date. It was a lofty undertaking for the amount of time I had but I had my sights set. I would recreate the overall look and feel of the store with designs that were cohesive, clean and simple, utilizing sustainable materials.
I custom cut and installed all of the corrugated metal as well as built and installed all of the pallet wood sign fixtures (with the help of my assistant whom I had the privilege of learning a lot of handiness from). These fixtures would serve as permanent decor, backgrounds for all large-format marketing, and cut down on print materials, foam core and lamination used. I found corrugated plastic sheets at Home Depot, and decided to integrate it into my designs. It's reusable, recyclable, opaque enough to read messaging and translucent enough for the wood, metal and/or lights behind it to show though.
I chose to utilize the high-hanging chalkboards for wayfinding- this would reduce visual clutter around the perimeter of the store as well as create a more streamlined, intuitive shopping experience for customers. Marketing that was closer to eye-level would have differentiative messaging to callout out product specifics. I chose a fresh, cool-toned color palett and designed some geometric patterns to unify everything. I found some cheap battery-powered lights to illuminate a few of the larger signs from behind. I feel that lights can always add a bit of magic to anything.
Everything you see here was designed and laid out in Adobe Illustrator, then hand painted, installed and brought to life by yours truly.