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wholefood_mon
wholefood_cards
Stamp Designs
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Brand Guide
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Research & sketches from the development process
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I was approached by Charlotte and David Bailey, authors and street food vendors specialising in healthy and great tasting veggie and vegan food. With the release of their debut cookbook, they wanted to give their website an overhaul and refresh their branding.

As with all branding projects, my first task was to get to know as much as possible about their ethos and business in order to ensure that the ideas I tried represented what they were about. I then began researching branding and websites of people and businesses doing similar things in order to get a better feel for the visual language involved – this is vital in creating something which correctly ‘reads’ to a target audience but is also unique and conveys the personality of the brand owners.

After trying out a few sketches and ideas, I created some new branding that was clean and fresh looking as well as memorable and modern. The logomark comprises an organic petal shape containing the letter ‘W’ for Wholefood, and this sits within a cloudlike container, creating a simple visual connection to the word Heaven.

The website design is clean and easy to use, and is dynamic so works just as well on a desktop computer as it does on mobile browsers. Since the site is built using WordPress, it’s also easy for Charlotte and David to update themselves. Along with the website, I also rolled the branding out onto businesscards, stationary templates, and even stamps.

The Wholefood Heaven brand’s updated look successfully meets the aims of the brief, which was to create something friendly, healthy, fresh, innovative, green, a bit hip – not hippy!

Here’s what Charlotte and David had to say:

The whole process has been fantastic from start to finish. Graham really took the time to understand who we were and what we wanted to achieve and that has been reflected in work that is above and beyond what we were hoping for.”

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