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Signage Guide and Brand Book Express Eats Prepared Food Area Concept

Client Profile Defining Whole Foods & their ethos Whole foods started in the 1980’s with one small store in Austin, Texas. Today, Whole Foods is the world’s 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 • Skiles Headquarters: 550 Bowie St. Austin, TX 78703 • Stock Exchange symbol: WFM (NASDAQ), member since Jan 23, 1992 • Sales: More than $10 billion in fiscal year 2011 • Acquisitions: 19 • Total Team Members: More than 65,000 • Store brand products: 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. • Fortune 500 list: Number 284


Defining 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 Market’s “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.


Competitive Research Sinful Bakery Sinful Bakery was founded by a vegetarian who’s allergic to dairy, nearly a vegan. Interning at a vegan bakery in Portland, Oregon Brittany Dylan packed up her car and the recipes she’d created while baking vegan goodies and headed back to her hometown, Houston. Sinful doesn’t have a storefront right now, but sells its wares at places like Georgia’s 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 Houston’s 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.

Tossed Tossed 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.


Competitive 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 Farmer’s 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 it’s 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. 4

Defining the Essence Defining and the Mood Mood Express 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 it’s principle message, organic food that tastes great.

Defining words Organic Healthy Fast paced Green Enjoyable Energizing Valuable Whole Nutritious


Defining the Brand: The Mark 1.



The Mark The 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.

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.


The wings incorporated into the Express Eats logo. For further specific color choices involed in this graphic see the color palette below. C=89, M=30, Y=93, K=20 C=72, M=0, Y=84, K=20


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.


The finalized cooking utensil used for C=89, M=30, Y=93, K=20 the logo. For further specific color choices involed in this graphic see the C=72, M=0, Y=84, K=20 color choices below. C=48, M=0, Y=84, K=0

C=11, M=80, Y=96, K=2 C=23, M=95, Y=99, K=16

Express Eats Finalized Logo

C=68, M=24, Y=100, K=8 C=11, M=80, Y=96, K=2 C=23, M=95, Y=99, K=16


Visual System and Messages The Message through Visuals The mark itself sparks intrest within the acion of the wings through it’s shape, it’s placement, as well as it’s 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 brand’s image is introduced with a serious, yet fun message. The items used in the visual system are meant to further emphasize this.



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

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.

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

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..

Pictured above is what the pattern should end up looking like. The image. Once duplicated, the whole vector should be given a 50% opacity to create the ending pattern.

C=89, M=30, Y=93, K=20 C=72, M=0, Y=84, K=20



C=89, Y=93,K=0 K=20 C=48, M=30, M=0, Y=84, C=72, C=11, M=0, M=80,Y=84, Y=96,K=20 K=2 C=48, C=23, M=0, M=95,Y=84, Y=99,K=0 K=16

The stripes that are to be applied into the signage system are made up of three colors that are insorporated into the logo. See the color swatch on the right for more details on the specific color swatches.

C=11, M=80, The colors involved areY=96, the K=2 same as 3 of the primary colors used for C=23, M=95, Y=99, K=16 the logo mark. These colors help unify everything by not consistently repeating every part of the logo.


OSP-DIN Typeface involved in the visual system is “OSP-DIN”. (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.


Signage System and Size Signage System The chosen signage types each serve their own purpose. The standup wayfinder sign is the sign that is to be strategically placed throughout the whole foods store to locate potential customers to the prepared foods area. The second sign, is meant to identify the Express Eats area once the person gets there, while the last sign is meant to direct the customer to the order taking station. These signs each serve their own function through the dimmensionsm color choices, as well as shape. The signage combines the Express Eats message with it’s identity to create a fun feeling for the consumer.


Signage System & Context Shots

Context Shots The Following context shots accurately shows each sign and their type of placement for wach chosen location. These context shors are meant to give you a good understanding of each signage and their benefit to the whole foods market.

Functional Signage 6' x 3'

Wayfinding Sign 6’ x 2'

Identifier Signage 3' x 3'


Signage System and Floor Plan The Signage The floor plan accurately maps out the store’s layout, as well as the location of each sign used. The signs are mapped out in relation to each other and their surroundings to give a better understanding of the flow they create.

The Floor Plan The floor plan provides deeper understanding of the area and space that are to be worked with for store design and buildings. See the floor sign and key to better visualize this.


Support Materials And Brand Extensions Support Material Each piece of supporting material involved in the branding meets the audience’s demmand regarding “Express Eats”. These Materials follow the brand guidelines through the colors and imagery involved used in the logo as well as in the signage. The materials include methods for food transportation, employee uniforms, and package decoration.

Express Eats Express Eats

Express Eats

Employee Cap

Soup containers

Express Eats

Express Eats

Apron Food Stickers

Delivery Bag


08 expressive eats  

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

08 expressive eats  

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