ON A MISSION TO ALLEVIATE POVERTY WORLDWIDE

Whole Planet Foundation is a private, non-profit organization established by Whole Foods Market® that is on a mission to alleviate poverty worldwide through entrepreneurship. Our consumer packaged goods client, along with other partners, helped Whole Foods distribute more than $6.5 million to almost 1.5 million women entrepreneurs in 68 countries. Whole Foods is in the top 10 of grocery store chains in the U.S. For our client, Whole Foods is a major retail account representing a significant percentage of annual gross revenue.

NO PRESSURE, NO DIAMONDS

When Whole Foods invited our client to become a Whole Planet partner, our client turned to us to come up with a big idea. Our challenge was to help our client not just standout among several other Whole Planet partner campaigns, but for the campaign to comply with both the foundation’s design guidelines and our client’s brand positioning. And did we mention a very short turnaround time to present the concept to Whole Foods?

While this project was a professional challenge, it pales in comparison to the poverty and hunger challenges these incredible entrepreneurial women are trying to persevere in some of the poorest communities in Africa, Asia and South America. It is their determination that fueled our own to create something inspiring and impactful.

BRAND IDENTITY
Created brand identity consistent with Whole Foods brand guidelines.

GRAPHIC DESIGN
Designed a series of on package, shelf, and in-store displays.

RESEARCH AND ANALYTICS
Conducted consumer and competitor market research.

BRAND IDENTITY
Created brand identity consistent with Whole Foods brand guidelines.

GRAPHIC DESIGN
Designed a series of on package, shelf, and in-store displays.

RESEARCH AND ANALYTICS
Conducted consumer and competitor market research.

TRUE BEAUTY COMES FROM WITHIN

Our client produces nutritional supplements sourced from pure, whole ingredients that target challenges like heart health, aging and beauty. The term “beauty” has varied throughout time with vastly different perceptions throughout the world. For the purposes of this campaign, we wanted to align inner beauty with the act of giving. It’s those beautiful moments of giving or doing for others that inspire and represent the most distinct and remarkable attractiveness of our souls. When we do for others, we are at our most beautiful inside and out. We feel free, proud and eminent. We feel the most alive.

We set out to develop a campaign concept that reframed beauty as an act of the heart, and the natural state of beauty we achieve when we do for others. By doing, we are beautiful. We found inspiration in this belief and developed a campaign concept titled “Be Beautiful. Do Beautiful”. To get our client and Whole Foods excited about the concept, we mocked up different types of creative including aisle displays, coupons, hanger tags and other types of collateral to be displayed in Whole Foods stores.

WHAT YOU GIVE IS WHAT YOU GET

The feedback we received from our client was overwhelmingly positive. In fact, when we presented the concept, the room filled with oohh’s and aahh’s. Our client could not wait to present the concept to Whole Foods ... and they did not have to. Their presentation was only a few days away.

Not only did we meet a very tight deadline, we helped our client bolster its position in the eyes of Whole Foods who wants innovative partners committed to making a real difference. Our client demonstrated an ability to deliver big picture, strategic thinking and creative product packaging on par with some of the world’s largest food and beverage brands.

Don’t take our word for it. Here are just a few client quotes and notes we received following the initial concept presentation.

“The ‘Be Beautiful’ concept is nothing short of exceptional.”
“Very strong and personal.”
“You guys were on point and delivered exactly what my vision was!”