Democratizing organic grocery by evolving a complex store portfolio into an elevated, design-forward brand.
Market Opportunity
Today's shoppers expect affordable organic food, but they do not want cheap-looking packaging. ShopRite needed to transform its Wholesome Pantry line into a clean, modern brand that customers feel good about leaving on their kitchen counters.
Key priorities included:
Creating Shelf Distinction: Standing out in crowded grocery aisles without resorting to aggressive discount cues
Improving Aisle Navigation: Helping shoppers instantly spot product details and organic credentials across hundreds of items
Scaling Across Categories: Building a unified identity that works on everything from large cereal boxes to tiny spice jars
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.
Outcome
Brand Strategy & Positioning
Visual Identity System
Packaging Design
Portfolio & SKU Architecture
Private Label Design System
In collaboration with Pearlfisher
CREATIVE EXPLORE
The visual explore for ShopRite’s Wholesome Pantry private label line focuses on a clean, modular architecture that balances modern simplicity with approachable wellness. The design creates a sophisticated identity that feels premium yet accessible within a grocery environment.
We also explored a stacked "W/P" monogram, which provides a flexible shorthand for smaller packaging footprints while maintaining high brand recognition. This design system option is elevated by a soft color palette that distinguishes between sub-brands like "Organic", ensuring that while the portfolio scales across hundreds of categories, the core promise of wholesome, uncomplicated ingredients remains the unifying visual thread.
Scaling Complex Brand Portfolios
