In 2013 Whole Foods Market refreshed the look of our gift card offerings. We opted for an evergreen look and feel centered around specific gifting occasions. The illustration was created in-house and fits perfectly in the overall brand aesthetic which is hand-drawn, organic, textured and deliberately imperfect. Since our target demographic for this item is so vast, we kept the cards very simple and the style youthful and current, but not overly trendy so it would maintain a wide appeal. The designs do skew feminine, which is appropriate since the large majority of gift card buyers at Whole Foods or anywhere are female.