Local Program Identity
In 2014, Whole Foods Market Northern California's local program identity needed a refresh to stay current. This large system of print and digital assets would give stores the tools they needed to identify products or vendors most local to them.

The language emphasized that these vendors are real people who passionately make, grow or catch their product.

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Project Assets
Brand guide & toolkit, templates, billboards, duro (shopping) bag, diecut shouters, posters, tees and more.

Art Direction:
Tricia Wong, Lindsay McMinn

Copywriting:
Chad Lott, Lindsay McMinn