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Express Eats is a prepared food area concept for Whole Foods that was created in the summer of 2012.


  • Signage Guide and Brand BookExpress Eats Prepared Food Area Concept

  • 1Defining Whole Foods & their ethosWhole foods started in the 1980s with one small store in

    Austin, Texas. Today, Whole Foods is the worlds leader in natural and organic foods, With more than 310 stores in North America and the United Kingdom. Whole Foods seeks out the finest natural and organic foods available, It maintains the strictest quality standards in the industry, and has an unshakeable commitment to sustainable agriculture.

    Co-CEOs: Walter Robb and John Mackey

    Founders: John Mackey, Rene Lawson Hardy, Craig Weller

    and Mark

    SkilesHeadquarters:550 Bowie St. Austin, TX 78703

    StockExchangesymbol:WFM (NASDAQ), member since

    Jan 23, 1992

    Sales: More than $10 billion in fiscal year 2011

    Acquisitions: 19

    TotalTeamMembers: More than 65,000

    Storebrandproducts: More than 2,400 natural and organic

    products under the Whole Foods Market, 365 Everyday

    Value and Whole Catch brands.

    Size: Ninth largest food and drug store in the U.S.

    Fortune500list:Number 284

    Client Profile

  • 2Defining the Challenge

    What is the need, problem, or challenge?

    The goal is to drive education and foot traffic to the new

    prepared food area at Whole Foods. In order toeducate

    ourselves we will research the new experience for Whole Foods

    Markets Health Starts Here initiative. This plan includes

    healthier pre-fab options and limiting add-ons such as refined

    sugar and flour, added oil and process ingredients. These

    new options will also include nutritional scorecards to help

    customers make more educated decisions while they shop.

  • 3Competitive Research

    Sinful Bakery Sinful Bakery was founded by a vegetarian whos allergic to dairy, nearly a vegan. Interning at a vegan bakery in Portland, Oregon Brittany Dylan packed up her car and the recipes shed created while baking vegan goodies and headed back to her hometown, Houston. Sinful doesnt have a storefront right now, but sells its wares at places like Georgias as well as several farmers markets around town, and in retail operations.

    Loving Hut Loving Hut was created with a vision that all beings could live in peace, love and harmony with each other and the planet. Loving Hut chain restaurants are newly opening around the world. It is an invitation to gourmet cuisine made with wholesome vegan ingredients, offering an accessible starting point for those who want to get on track with healthy eating.

    Ruggles Green Formed in late 2008, Ruggles Green is Houstons first Certified Green

    Restaurant.Ruggles Green adheres to the strict guidelines of the Green Restaurant Association. This restaurant features original, delicious menu items. Committed to Houston health food and a healthy environment too, join Ruggles Green for tasty, organic foods and wines.

    TossedTossed brings the Salad Concept to NYC. The menu that featured a lineup of chef-designed selections, introduced bored lunchtime crowds to the concept of made-to-order salads, crepe wraps, grilled Panini,sandwiches and hot soups; featuring over 50 fresh ingredients and homemade dressings.

  • 4Competitive Research (Cont'd)

    Pizza Fusion Pizza Fusion was born in February of 2006. The owners realized that there was a huge void in the restaurant sector that prevented people from eating out organically. Sure, it was simple to go to the nearest Whole Foods or Wild Oats, but where could you go to eat this type of food on the run or, better yet, have it delivered to your door?

    Urban Harvest Farmers Market This is the granddaddy of Houston farmers markets, with more than 50 farmers and vendors selling everything from freshly harvested produce and artisan breads to grass-fed beef and emu eggs. This market gets a lot of regulars who are on a first-name basis with the

    vendors. Parking is sometimes a hassle, but its worth the effort. The market functions from 8AM-12N every Saturday.

    Catalina Cafe Since opening in April 2007, Catalina Coffee has sought to provide our customers with a fresh and exciting coffee experience. Catalina Cafe is a unique Tallahassee concept that features locally roasted and organic coffees with On-Demand brew Options like the Tru Bru Pour-Over System or the AeroPress. Catalina Cafe Offers various Paninis and pastries.

    Central City Co Op Our mission is for everyone to have access to organic food at reasonable prices, and imagine that there will be partner co-ops throughout the city that provide locally grown high quality organic produce to people on a weekly basis! We offer as much produce as possible from local sources that embrace the practice of compassionate and chemical-free processing.

  • 5Defining the Essence and Mood

    Defining words Organic


    Fast paced







    MoodExpress Eats is a mini whole foods experience. The idea of express eats incirporates a healthy lifestyle for those that have a busy lifestyle. It makes sense that this store within a store be placed within whole foods, since the target audience makes up a big part of the Whole Foods demographics. The first step to creating the store within

    store is creating the mood. Express With warm colors, the mark is successfully able to express its principle message, organic food that tastes great.

    Defining the Mood

  • 6The MarkThe Primary stage is creating the logo. The first task is to

    develop a working color system. As stated before, Express Eats principle message, is organic food that tastes great. Since Express Eats is all about creating fast healthy food, it was crucial finding a functional visual element that could

    express this idea. After a couple of logo sketches it became clear that it was important to create a second element that spoke the idea of food. By combining the idea of wings and a spatula Express Eats is able to furhter emphasize this.

    After having found the foundations for the logo mark, the next step was to develop a functional color scheme. The warm colored spatula represents the fresh, hot, and prepared food aspect through the logo mark. The thought of fresh organic food lead the wings to take the shape of leaves, varying in three shades of green. These symbols and color schemes help create the idea that Express Eats is aiming to accomplish.

    Defining the Brand: The Mark

    C=89, M=30, Y=93, K=20

    C=72, M=0, Y=84, K=20

    C=68, M=24, Y=100, K=8

    C=11, M=80, Y=96, K=2

    C=23, M=95, Y=99, K=16

    The wings incorporated into the Express Eats logo. For further specific color choices involed in this

    graphic see the color palette below.

    The finalized cooking utensil used for

    the logo. For further specific color

    choices involed in this graphic see the color choices below.

    C=89, M=30, Y=93, K=20

    C=72, M=0, Y=84, K=20

    C=48, M=0, Y=84, K=0

    C=11, M=80, Y=96, K=2

    C=23, M=95, Y=99, K=16

    BEBAS Neue

    Typeface involved in the visual system is Bebas Nue. (Not to be confused with Bebas Nueu, the typeface used for the Logo Mark. Look at the sample typeface above for a clearer visualization of the typeface used.

    Above are early stages of the logo. These sketches created the foundation for the final logo mark.

    After a couple logo development stages, the logo was able to get closer to what it is now. After having thought everything out through symbolism the logo was able to go in the right direction.

    Express Eats Finalized Logo

    4.5. 6.

    1. 2. 3.

  • 7Visual System and Messages

    The Message through VisualsThe mark itself sparks intrest within the acion of the wings

    through its shape, its placement, as well as its colors. The

    idea behind the color scheme pushes the typical green

    color palletes into something more of a fun color scheme.

    The visual system involved includes some existing colors

    which were used in the logo mark as well as some new

    color schemes. The introduction of the second color

    palette is what ultimately adds a more fun effect. By using

    this combination for the signage system, collateral, as well

    as support items, the brands image is introduced with a

    serious, yet fun message. The items used in the visual system

    are meant to further emphasize this.

    C=89, M=30, Y=93, K=20

    C=72, M=0, Y=84, K=20

    C=48, M=0, Y=84, K=0

    C=11, M=80, Y=96, K=2

    C=23, M=95, Y=99, K=16

    C=89, M=30, Y=93, K=20

    C=72, M=0, Y=84, K=20

    C=48, M=0, Y=84, K=0

    C=11, M=80, Y=96, K=2

    C=23, M=95, Y=99, K=16

    The four colors used for the visual system should be overlapped like the image showed on the left to create a new shape. The new shape should be set to a 50 percent opacity before grouping. Once grouped, this shape will be duplicated multiple times horizontally to create the pattern for the signage system..

    The colors involved are the same as 3 of the primary colors used for the logo mark. These colors help unify everything by not consistently repeating every part of the logo.

    The color pattern involved in the signage as well as other collateral aspects begins with four basic circles, all of the same proportion and constrain.

    1. C=16, M=0, Y=84, K=20

    C=48, M=0, Y=84, K=0

    C=58, M=0, Y=99, K=0

    C=72, M=0, Y=84, K=0

    To avoid any confusion or provoking misleading creations, make sure the colors involved in the pattern follow these color setting guidelines.

    2. 3.

    Pictured above is what the pat