DATE

2016- 2017

CHALLENGE

During Amazon's acquisition of Whole Foods Market, the signage challenges stemmed from integrating two distinct brand identities while maintaining customer trust and operational clarity. Key challenges include: Brand Integration / Consistent Messaging / Operational Complexity / Customer Experience / Regulatory Compliance

SOLUTION

To address the signage challenges during Amazon’s acquisition of Whole Foods Market, several strategic solutions were implemented:

• Unified Visual Language:
  Amazon and Whole Foods collaborated to create a cohesive signage system that blended Whole Foods' earthy, organic style with Amazon's clean, modern aesthetic. They used familiar colors (greens and neutrals) alongside Amazon's signature blue for Prime-related materials, ensuring the brand update felt like an evolution rather than a complete overhaul.
• Prime Integration with Clear CTAs:
  New signage prominently featured the Amazon Prime logo with straightforward calls to action like "Prime Members Save Here." The team used color-coded tags (blue for Prime discounts) to simplify the customer experience and highlight savings without disrupting the store’s natural look.
• Phased Rollout Strategy:
  Signage updates were rolled out in phases to prevent confusion. Stores first received informational signs about the partnership, followed by discount signage, and later more permanent branding updates. This gradual approach helped customers acclimate to the changes without feeling overwhelmed.
• Localized Consistency:
  While the core signage system was standardized, some flexibility was maintained to reflect the local community feel of individual stores—a hallmark of Whole Foods' identity. Templates and guidelines ensured consistency across all locations while allowing for store-specific touches.
• Digital Integration:
  Digital signage was introduced near entrances and checkout areas to communicate real-time promotions and Prime-related benefits. Additionally, QR codes linked customers to the Whole Foods app for personalized deals and Amazon services, bridging the gap between physical and digital experiences.
• Training and Feedback Loop:
  Store teams were trained on the new signage strategy, including the rationale behind changes. Customer feedback was actively gathered to tweak signage language, positioning, and design for clarity and effectiveness.

DISCIPLINES

Brand Style Guide

Graphic Design

Marketing Materials

In Store Signage & Installations

Large Format Print Production

Cross dimensional communication