Wholesome Pantry (Shoprite)
Creative Challenge
Wholesome Pantry set out to redefine what private label can feel like. Shoppers no longer want copycat, utilitarian packaging– they’re craving products that deliver an elevated brand experience at an affordable price.
The challenge was to design a flexible system that could work across a large family of SKUs and product lines, providing clarity and navigation for consumers while standing out on crowded retail shelves. The goal was to make Wholesome Pantry feel premium, modern, and pantry-worthy, even in a private label context.
We created a design system that balances functionality with elevated aesthetics. Typography was used in a graphic, structural way, helping organize information across SKUs and product lines while giving the brand a confident, modern personality.
A neutral gray brand block provides consistency and immediate recognition on shelf, while subtle variations in typography and layout allow for clear differentiation between products. The result is a system that feels cohesive, easy to navigate, and sophisticated enough to showcase proudly in any pantry.
Solution
Brand Strategy
Packaging Design
Visual Identity
Portfolio Architecture
Private Label Design
In collaboration with Pearlfisher
