WFMOA Catering Hub

2022

The Catering Hubs for Whole Foods Market on Amazon was developed to give costumers a new space where we highlight and showcase Whole Foods new everyday catering menu shoppable on WFM.com.

Collaborators

Whole Foods Market Creative Team

Discovery

When the project started one of our main objectives was to develop a timeless design that brings elements from the Whole Foods market brand into the Amazon space. We took the color palette and type treatment directly from the brand guidelines and used them as a base to make something new.

Photography

The concept for the photography was colorful, fresh and ready to go. we were looking to highlight the products featured on the page like pinwheels, crudités and pastry boards. One of the main goals was to make sure the photography felt more evergreen rather than seasonal so it can be used throughout the year inspiring costumers to make everyday events like graduations, family brunches and birthdays as special as any holiday.

The Design

Throughout the design process we knew we wanted the page to have as many colorful and vibrant elements as possible. we went with this beautiful table spread as our main image for our hero. The fruit and produce bring life into the page and give it a welcoming and appealing energy. For the menu itself we wanted to let the food speak by itself so we kept it quiet minimal with a few color accents and let the featured items shine. After a few rounds of feedback from our stakeholders We’ve also incorporated a stripe to make focus on Whole Foods Quality standards since they play a big role on the brand’s identity.

Reflection

I’m really thankful for the opportunity to have been able to work with such an amazing team through this project. it was the amazing teamwork that provided me with the insight to design this piece. I think my biggest goal was how could I bring the Whole Foods Brand to amazon to the fullest potential and truly take ownership of our space in the amazon world.

Project status

The everyday Catering hub launched 9/14 of this year and is currently live on the whole foods on amazon page. The page is meant to be updated throughout the year based on upcoming holidays.