In 2013 my team was tasked with providing designs for new Whole Foods Market butcher paper. Because customers take this piece home and have more time to read it, I felt that it was important to use this medium to clearly state why Whole Foods Market’s meat was different. Instead of sweeping generalizations about higher standards, we opted to include very specific details of the standards on the paper.

The designer for this project opted to juxtapose the classic butcher’s cuts iconography with text that was more unexpected. To lighten the mood overall, we contrasted the heavy standards language with playful fonts and accents. The result is a piece that is on-brand and communicates a very complicated message in a very digestible way.

Creative Director: Jill Visit
Designer: Jenna Beck
Copywriters: Jenna Beck, Jennifer Cheng, Susannah Frishman-Phillips