White Label Beer Project
In 2010, the Whole Foods Market purchasing team explored the idea of releasing a white label beer offering. Legally, it was important to ensure that the beer was not branded Whole Foods, but we stayed true to our brand identity with lots of texture and an organic design aesthetic.
Our inspiration was Austin, the hometown of the company. Featuring names like Lamar Street (where the first Whole Foods was located) and Gullywasher, a Texas saying meaning “heavy rainstorm,” the packaging and names subtly referenced their origin without getting us into trouble. All names and graphics were developed in-house by me and my team. Unfortunately, the project never made it to shelves, but we had fun doing it.