Whole Foods Market

Bringing Brooklyn street cred to a household brand.

When Whole Foods Market planned its first store in Brooklyn, they asked us to redesign the private label system for their made-in-house goods to better connect with local DIYers, artists and makers. Working closely with the Whole Foods team, Mucca created a flexible design language that builds upon the store’s commitment to handcrafted, high-quality goods. 

Applied to thousands of SKUs and rolled out nationwide, the system rejuvenated their product line and represented an exciting evolution of the Whole Foods brand.