Whole Foods redesigns prepared foods packaging

Store Brand Decisions reports that Whole Foods and advertising agency Duffy & Partners, are unveiling a unified package design for its bakery products, soups, and its cold and hot foods bars. The packaging features elements of nature including a soft leaf theme and the use of earth tones on both white board and unbleached paper.

So, why the move to unified packaging?

Whole Foods also discovered that good and unified package design drives efficiency. “Whole Foods realized that its strength of supporting regional farms and suppliers was becoming a weakness in maintaining a strong and focused brand,” Duffy wrote on its web site. “Over time, as the company grew, execution of unique local messaging and departmental packaging began to erode brand continuity, and missed enormous production efficiencies.”

What do you think of the new design? Share your background on private brand labels and packaging at The Private Brand Movement, September 27-29, 2010 at Hotel Sax in Chicago. Join us as we incorporate strategy, design, innovation and collaboration into this next phase of private brand development.